The Hindu Business Line : Madura pulling out SF Jeans

Madura Garments has decided to pull out its brand San Frisco Jeans from the market. The company did not see in SF Jeans the potential to grow into a large brand, said Mr Vikram Rao, Director, Aditya Birla Nuvo, which owns Madura Garments.

Mr Rao said, "All our brands - Allen Solly, Peter England and Louis Philippe - are worth Rs 200 crore each, with a potential to grow to Rs 400-500 crore in few years. Our strategy is to now build each of these brands into large brands. We didn't see that kind of growth potential in SF Jeans, which is today in retail terms worth Rs 20 crore.

Besides, SF Jeans was never a core denim brand and was seen more as a fashion brand, with offerings such as cargoes etc. We will now build the jeans category within each of our other brands." It will take a few months for Madura Garments to completely stop retailing of SF Jeans, he said.

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