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Our Bureau

Coimbatore , April 11

Cottons by Century (CC) has opened its 46th exclusive brand outlet (EBO) in here on Tuesday and the men's apparel brand from the B.K. Birla's flagship Century Textile and Industries Ltd (CTIL) is planning to set up a crop of 80 more such EBOs during the current year as part of its brand building pursuits.

The city's first CC exclusive outlet located in Ramnagar, closer to the upmarket `Cross-cut' Road area.

`Harshvardhan' franchisee

The EBO, a franchisee from `Harshavardhan', is set on a 1200 sq ft floor space that displays the entire range of 100 per cent cotton shirts, T-shirts, trousers, kurta-pyjamas, nightwear and corduroys as also the trendy accessories of belts, wallets and pullovers from CC's sub-brand Centurion by Century.

"We intend to add another 80 EBOs taking the total outlets across states during 2006-07 to 125 and the total floor area of the CC's exclusive retail showrooms will also double up to 2.50 lakh sq.ft this fiscal when our sales turnover is projected to grow in the Rs 50-60 crore turnover," said Mr Mahendra Padhy, national retail and marketing head of Cottons by Century. The CTIL's apparel brand has in the just ended 2005-06 fiscal clocked Rs 26 crore business out of CCs wardrobes of pure cotton men's apparel from Rs 8.5 crore in the previous year.

"CC launched about one-and-half year ago, our products are customer driven with their USP being customer identifying CC with `Century's ten-decade old image as a leading cotton textile producer and exporter whose fabrics are outsourced by global garment labels from over 20 countries," Mr Padhy said adding that nearly 70 per cent of our buyers are also the regular buyers of our products.

Multi-brand outlets

Although the emphasis will be on EBOs, the CC is also tapping the potential business out of the multi brand outlets (MBOs) West Bengal and Kerala where it has already entered into arrangement with 20 MBOs. It is planning more MBOs in the coming months in Tamil Nadu and Karnataka.

More Stories on : Retailing | Readymade Garments | Tamil Nadu

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