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Our Bureau

Bangalore March 15 LMG Brands, part of the Landmark Group, launched its seventh Kappa store today.

The Italian fashion sportswear brand, available at all Lifestyle stores, will also be promoted through standalone stores, about 40 of them, in high streets in the next one year.

communicating identity

Explaining the reason for the new retail format for Kappa, Mr Fazle Naqvi, Executive Director, said that department stores, though help in attracting consumers, cannot communicate the entire identity of the brand.

"High-street stores present a unified image of the brand because we can create the environment required to build the character of the brand," he said.

However, Kappa will continue to be available at all Lifestyle stores, in addition to which LMG plans to make it available in other large department stores.

Kappa bridges the gap between fashion and sportswear and offers a collection of apparel, sports shoes and accessories, targeted at age groups between 18-25.

"But our entire universe of consumers would range in the ages between 14 and 45," Mr Naqvi said.

Global fashion

Kappa outfits and accessories, priced between Rs 399 and Rs 2,999, are in line with international fashion trends. Most of the sourcing for the brand is done within the country, Mr Naqvi said.

Kappa currently has seven stores in Mumbai, Delhi, Pune and Bangalore.

LMG expects the brand to contribute a turnover of Rs 100 crore by 2009-10, he said.

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