ITC plans to export Wills clothing range

ITC said it plans to begin exports of its flagship clothing brand Wills by the year end. Anup Singh, executive director, ITC said the company would initially begin with exports to the US and UK markets before moving into others.

He added that they had registered their brand in a fairly large number of countries, and would be targeting Japan sometime next year. The company would initially focus on the Wills brand as far as exports went.

"If the brand is successful, then we may consider exporting the other brand (John Players) as well," he said.

Singh was in Mumbai on Monday to announce the signing of actor Hrithik Roshan as the brand ambassador for John Players, its mid-segment men's apparel range.

John Players would be launching a Signature collection soon which would be designed by the John Players team with inputs from Roshan. At present, the brand is retailed from 1,500 multi-brand outlets and 45 exclusive stores, which the company plans to increase to 100 by this year-end.

Singh said the company was looking for more third-party sourcing, as all of it could not be managed in-house. The design capabilities, however, would continue to remain within the company.

At present, the company has no plans to move into any other segments and would like to consolidate its position in the premium and middle segments, where it already has a presence.

Last month, Wills Lifestyle also announced its entry into the personal care products segment with the launch of four fragrances under the Essenza Di Wills brand.

Singh said they would be moving to a full basket of products very shortly. These products too, in keeping with the Wills Lifestyle would cater to the premium segment of customers. Wills presently has around a 10 per cent market share in the premium clothing segment.