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Our Bureau

Mumbai , Oct. 11

KEWAL Kiran Clothing, Rs 135-crore apparel manufacturer, has plans to expand its Killer Easies retail chain through a national franchisee model. The company has recently opened its own stores in New Bombay and Mulund for its premium brands Killer and Easies and is planning to open more such own brand stores.

The move comes in the wake of an increasing trend towards setting up of malls in India and as a result consumer footfalls congregating at a certain location (mall) where most needs are met.

In the franchisee model, 30-40 outlets are proposed to be set up across the country in three years. Earmarking an investment of Rs 15 crore towards this venture, the company expects a revenue of Rs 30-40 crore in three years' time.

The franchisee outlet being an extension of the brand, quality standards will be used in selecting them. Franchisees will have to invest in stocks and fixtures. This, in major metros, would be in the tune of Rs 20 lakhs - Rs 25 lakhs. The minimum carpet size for the outlet would be 750 square feet. Franchisee outlets would be opened only in malls and high traffic area. Such outlets are being planned in major cities such as Mumbai, Delhi, Bangalore, Chennai, Chandigarh, Hyderabad, Ahmedabad, Surat, Baroda, Jaipur, Indore, Lucknow, Jalandhar, Kolkata, and Guwahati.

The company is setting up a separate marketing team to support franchisees.

Says Mr Kewal Jain, Director, Kewal Kiran Clothing: "This is part of our expansion plan. The suburban metropolis is seeing a boom in demand for fashion and upmarket menswear. We have thus increased our foray in the retail sector through this model."

Killer Easies will stock the range of Killer and Easies brand of jeans, shirts, jackets and trousers. The brands are available nationally through free-standing stores, department store channels and multi-brand outlets.

More Stories on : Retailing | Channels and Franchises | Readymade Garments

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