The company will also launch new lines of products under its existing 'Turtle' brand. Simultaneously, Turtle stores will undergo a complete new look, to enhance the company's association with turtles in India. According to Amit Ladsaria, director of the company, "We test-marketed London Bridge with 100 retailers in Bengal. Within six months of its launch, we recorded sales of Rs 1.8 crore, a figure that took Turtle five years to achieve." |
He added, "We have therefore decided to roll out the brand nationally in July this year. Currently, London Bridge has only shirts, t-shirts and trousers, but we will add new lines of products under it."
The London Bridge shirts are priced at Rs 399 and Rs 499, while the t-shirts are priced at Rs 199 and Rs 299. The London Bridge trousers are priced at Rs 499 and Rs 699. In contrast, Turtle's formalwear is priced between Rs 695 and Rs 995, while its casuals are priced between Rs 795 and Rs 995. Depending on its success, the company also plans to set up standalone London Bridge stores on highstreet locations.
"The difference between London Bridge and Turtle is in price points. Also, London Bridge is blended fabrics while Turtle products are only cotton," Ladsaria explained.
The company is also foraying into men's suits, priced between Rs 1995 and Rs 7995, under its Turtle brand.
The manufacturing of suits will be outsourced to another leading suit manufacturer. Initially, the company plans to produce 20,000 suits for this year.
Turtle, at present, offers shirts and trousers in business as well as leisurewear. It also offers accessories such as cufflinks, ties, socks, belts, wallets, and innerwear.
The company will also give its existing 33 stores a new look.
Turtle has tied-up with a Dubai-based interior designing company which will bring in the new look in the stores.
"The walls of the Turtle stores will be changed to have a sand-like finish. Thereafter, turtle pug marks will be added to the walls. This will enhance the company's association with the turtle inside our stores. Also, this new-look will help the brand stand out from other stores in a mall, in multi-brand-outlets and in shop-in-shop formats," explained Ladsaria.
Turtle plans to have a total of 50 standalone outlets in the country of close to 800 sq ft each by the end of this year, from 33 right now. The company also plans to set up stores in Ranchi, Patna, Orissa, Durgapur, Burdwan, Asansol, among other smaller towns, as the company has noticed higher demand for its products from these locations.
