Lee Cooper's India licencee to diversify into accessories

After establishing Lee Cooper denims in India, Indus Clothing Ltd (ICL), the apparel licencee for Lee Cooper in the country, is set to diversify into the Lee Cooper's entire range of accessories, right from sunglasses to innerwear.

The company will import these LC branded items and sell these through its exclusive concept stores in the country.

Vishal Gupta, senior manager, (sales and marketing) of Indus Clothing said: "We are also looking at introducing other accessories like watches, belts, caps, bags under LC brand in the future. To begin with, sunglass and inners would be launched."

Riding on the new launches, the company is expecting a growth of 30 per cent in its sales this year. The sunglasses would be priced between Rs 1,499 and Rs 1,899.

ICL has teamed up with M B Footwear, the shoe licensee of Lee Cooper brand, to set up a brand store.

"The concept store has allowed us to showcase the entire range of LC products. It also allows us to offer our customers with the brand experience in totality," Gupta added.

There are about 10 such concept stores in India at this moment. Both licencees intend to take it up to 30 by this fiscal.

The decision to shift the focus from multi-brand outlets (MBO) to exclusive stores stem from the fact that either companies were unable to display entire range of products.

MBOs were sometime reluctant to try out new items from LC. "With the exclusive shop, we are in a position to showcase our products," Gupta noted.

Indus Clothing is expecting strong growth from the south and east given the market in the north has almost saturated. One of the impediment it is faced with is widespread fake label. The company said it is difficult to convict the traders who are dealing with fake items.