Weekender plans to release 'wrestler' line early next year

Bangalore-based Gokaldas Images, which promotes the Weekender label, will launch the World Wrestling Entertainment (WWE) clothing line in the ensuing summer in March-April next. The company which became the South Asia licensee for WWE about six months ago is now finalising the product range and pricing points.

A Weekender official said that the products will essentially be top heavy knits, catering to the 8 to 16 year olds. He added that the product range will not clash with the Weekender Kid's portfolio. According to the agreement, Weekender apparel like T-shirts, shirts, trousers and jerseys will sport photographs and taglines of WWE superstars.

This agreement follows similar arrangements with Walt Disney and Warner Bros for its Weekender Kid's label. As for WWE, this is expected to hand it a presence in the growing promotional licensing and retail apparel merchandising market in the country. In other segments too WWE has entered similar tie-ups. For instance it has an arrangement with Perfetti and Britannia in the FMCG segment.

Branded merchandising contributes about 16 per cent of WWE's $75 million global revenues. Entertainment through live shows and television account for the remaining 84 per cent.

As for Gokaldas Images, the Weekender Kid's is turning into its flagship brand, even overshadowing the casual men's and women's apparel label Weekender. The Kid's segment has posted strong growth rates and is said to contribute roughly over 40 per cent of Weekender's retail sales.

Besides Weekender, Gokaldas Images markets the Enamour lingerie as well. However, the group's reveunues come predominantly from contract manufacture of knitwear for several international labels.