Raymond announces foray into kidswear

Raymond today announced its entry into the branded kidswear market by launching Zapp!, targetted at the 4-12 years age group. The brand will hit the markets through its first exclusive store by early April.

"The first store will come up in Mumbai. Another 11 will start in other metros and mini metros by 2007," said Gautam Singhania, chairman and managing director. The launch marks the first time a major domestic textile player has entered the kidswear branded market.

The market is estimated at Rs 7,000 crore, of which the organised players have a Rs 500 crore share, said Pradeep Bhandari, group president. At present, the kidswear market is clocking a 25 per cent growth rate, he added.

The 2,000-3,000 sq ft Zapp! stores will have a "fun ambience" and will also sell accessories for children. The new brand will target the premium segment.

Though initially meant for the domestic market, Bhandari didn't rule out the possiblity of subsequentally launching the brand overseas. "We will also go for multi-branding," he said.

As part of the initiative the company has appointed Vineeth Nair to spearhead the new brand. At present he is director, of Raymond Apparel.

For Zapp, the company will initially source the garments from vendors but will eventually use its manufacturing facilites to cater to the brand. Its recently opened design studio in Italy will also work on the brand.

Till now Raymond has been more known for its men's wear brands that include Park Avenue, Parx and Manzoni. The company also has a desinger pret line brand Be.

This year saw the textile player launch a major retail initiative, adding at least 20 more exlusive outlets for its brands.

Apparel contributes about 22 per cent to Raymond's overall business. For the new brand, the company is banking on the huge 30 per cent of Indian poplulation, which is below the age of 15.