The Hindu Business Line : Blackberrys plans 100 stores by 2010

New Delhi April 24 Blackberrys, the flagship brand of the Mohan Clothing Company Pvt Ltd, said that it has embarked on an expansion plan. The apparel brand has decided to take things into its own hands and increase focus on opening 100 company-owned outlets by 2010.

"We had chalked out a major extension plan last year and are moving across the country for a vertical and horizontal growth. To capitalise on the increasing popularity of Blackberrys brand, we are expanding our markets. We plan to open 100 outlets in the next three years. The company would also expand its presence through the so far preferred franchisee/multi-branded outlets in key markets across India. The expansion will be supported by aggressive marketing communications activities as well," said Mr Krishnendu Kundu, Deputy General Manager - Retail Operations, Blackberrys.

The company currently has 900 outlets across 200 cities, of which 25 are company owned. "While our stores on an average will be spread across 1,000-1,200 sq ft, our flagship stores will be slightly bigger at 2,500 sq ft. In fact, going by that and depending on real estate prices, we are looking at investing Rs 30 crore to open our company-owned outlets," Mr Kundu said. "Till now we had been highlighting our range of trousers as the flagship product, but now with the expansion we want to establish Blackberry as an entire lifestyle brand. For this, we are also looking at launching an entire range of accessories, t-shirts, sweaters and shoes," said Mr Kundu. The company is targeting its products at the upper middle class and premium product buyers.

In terms of marketing and promotions, the company is doing a 360-degree initiative. Its print campaign is currently on, while the television campaign is in the pipeline. The company will also concentrate on various below-the-line activities.

On the company's growth, Mr Kundu said, "While our sales have been growing at 35 per cent on a year-on-year basis over the last three years, our profits have grown at 50 per cent annually for the same period. We plan to maintain similar growth levels in the future."

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