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Our Bureau

Mumbai , April 27

German shoemaker, Llyod, has charted out an elaborate distribution and retail plan for the Indian market. The premium footwear brand, which is marketed in India by Tata International, plans to make itself available through premium multi-branded outlets in as many as 22 outlets across the country.

Multi-brand stores

Mr Sushen Roy, Divisional Head Marketing, Tata International, said the brand would be available through multi-brand stores such as Regal, Rocia, Inc.5 and a few premium concept stores such as Shoe Tree and Gabbana.

He said that while the brand is already available in these stores in Mumbai, Delhi and Bangalore, the company is looking at being available in more multi-brand outlets in these cities, as well as spread its wings to other markets such as Chennai, Chandigarh and Ludhiana.

While Llyod offers only its core programme (which consists of its bestsellers worldwide) collection in India, Mr Roy said that the company would also be launching its Spring-Summer and Autumn-Winter collections as well as its signature collection, Llyod 1888, in the Indian market.

Premium brand

Since Llyod is positioned as a premium brand, Mr Roy said the company would reach out to its consumers directly rather than doing mass campaigns. "We are for classes and not for masses," said Mr Roy.

He said the company plans to associate itself with a host of events such as golf, polo and theatre, which usually attracts the top rung of the society. "We will first try to reach out to our target audience through events, and may look at a print campaign in select lifestyle magazines at a later stage."

The premium branded footwear segment is a Rs 500 crore market, which said Mr Roy, is growing at a rate of 20 per cent compounded annual growth rate every year.

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