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Our Bureau

Kochi , Sept. 22

CLASSIC Polo, men's apparel brand, is planning a major expansion by establishing 50 exclusive retail stores across the country by 2007, a top company official has said.

"We have already opened 13 exclusive stores in South India and our target is to have 50 such stores by 2007," said Mr Anand Aiyer, Brand Head of Classic Polo.

The number Classic Polo exclusive shops would go up to 20 in 2005 and 35 by 2006, Mr Aiyer said.

These shops would be set up either through franchisees or through company-owned shops managed by franchisees.

"This year we are expecting a revenue of Rs 7 crore from our retail shops," he said, adding that the brand would generate a total revenue of Rs 25 crore, up from Rs 16 crore it made last year. The Classic Polo is sold through over 1,000 outlets.

Launched in February 2001 as a T-shirt brand, Classic Polo today has T-shirts, shirts and trousers at prices ranging from Rs 325 to Rs 995. The company claims that it has captured a 20 per cent share in the organised branded men's wear market.

"The focus of the company is towards exclusive retail stores with a focus on building consumers relationships," Mr Aiyer said. An internal survey has revealed that the Classic Polo brand awareness grew more through its own exclusive retail showrooms than advertisements.

This year, the company has invested around Rs 4 crore for brand building activities, which include advertisements in televisions and print media, outdoor promotions and retail shops.

Classic Polo comes from the Royal Classic Group, a Tirupur-based Rs 220-crore textile group. The group's activities range from cotton cultivation in 5,000 acres through contract farming to operating spinning mills to knitting to garmenting.

The group has an installed capacity of 10 tonnes knitting a day and 10 tonnes dyeing a day. It can also make 15,000 T-shirts, 1,000 shirts and 400 trousers a day.

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