Kewal Kiran to step up lifestyle retail chain

Stepping up its lifestyle retailing operations, Kewal Kiran Clothing (KKC), the manufacturer of Killer, Lawman, Easies and Integriti brand apparels, will set up four large format department stores by the end of 2008.

The company has already signed for one store in Kandivali in Mumbai and each store is likely to see an investment of anywhere between Rs 5 to 6 crore.

The stores will have a size of 20,000 sq feet and will house KKC's existing brands and yet to-be-launched private labels. The stores will cater to the entire family including casual, formal and semi casualwear.

The stores will also house the accessories of other companies that match the product lines of KKC, said Bela Gupta, CEO, Retail, KKC.

Apart from menswear, the company will also launch 8-10 brands in kids and womenswear categories. All the brands are under various stages of completion and the company may tie-up with international brands in womenswear and kidswear space, Gupta said.

To cater to the lifestyle needs of its consumers, KKC will make suits, jackets, wedding apparel and accessories. She said the company's flagship brand Killer would be available in womenswear from this year. Caps, bags, wallets, undergarments, fragrance, eyewear, watches, footwear and luggage will be available under Killer brandname, she said.

"We want to leverage on our manufacturing strength in apparel to offer better products and get better margins. For this reason we are extending our product lines to womenswear and kidswear sections. All our brands will cover the entire spectrum of products. If we do not have strengths in certain categories, we will store products from other firms in our stores, " said Gupta.

In terms of expansion, the company is planning to take its store strength, including all format stores, to 200 -250 in next three years from 50 odd stores now. The company is also planning to increase the store size of K-Lounge, the firm's fashion retail chain, from 1,200 sq feet per store to 2,500 sq feet to 3,000 sq feet.

When asked about investment in retail ventures, Gupta said the company had taken franchisee route for running K-Lounge, the firm's fashion retail chain and small format stores.

"Franchisee model is a win-win for both of us. We are equipping them for the retail and on this strength we can take on large format stores and expand on a rapid scale.

On the company's overall retail strategy, Gupta said: We will be present in top 100 cities in three years time from 20 odd cities now. We see a big potential in B and C cities and grow rapidly there. We prefer to buy properties wherever possible rather than getting them on lease. We will concentrate equally on malls and high streets", she said.