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Anjali Prayag

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Bangalore March 2 Brand Factory, Future Group's retail format, offering brands at factory prices, plans to be present in six locations in the next 3-4 months.

Apart from the existing outlets in Bangalore and Hyderabad (one each), four more Brand Factory outlets will soon be opened in Ahmedabad, Pune, Kolkata and a second one in Bangalore.

Spread over an area of 70,000-1,00,000 sq ft, these outlets offer close to 120 brands such as Reebok, Levi's, Pepe, Wrangler, Provogue, Van Heusen, Esprit and Arrow, at discounts without compromising on the product quality. What would perhaps be compromised here is the brand image.

"Factory outlet malls are for people who are looking at value shopping," says Mr Vishnu Prasad, President, South and CEO, Central and Brand Factory. The target customer falls in the 20-35 age group. Value retailing in the country is estimated at Rs 35,000-40,000 crore and growing at 20 per cent per annum.

The retail outlet stocks products in apparel, accessories, cosmetics, footwear, home linen and luggage categories. According to Mr Rajesh Seth, Chief, Marketing, Central and Brand Factory, the retail outlet has worked out a lease-cum-margin sharing business model with companies whose brands are available at the mall.

At Brand Factory, Bangalore, companies are now recording sales of Rs 40-100 per sq ft. of space occupied. Currently this outlet is handling a footfall of 500-2,000 people on weekdays and close to 5,000 people on weekends.

Mr Seth said that Brand Factory outlets are expected to clock sales turnover of Rs 60 crore in a single year.

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