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Our Bureau

Bangalore, Sept. 21 Future Brands, the fully owned subsidiary of the Pantaloon group, is looking to develop its private store labels into “strong brands.”

In the long term, the strategy will be to move these “brands” outside the company’s own retail formats, said Mr Santosh Desai, MD and CEO, Future Brands Ltd.

Future Brands has about 15 labels such John Miller (apparel), Bare jeans, Buffalo (denim brand), Tasty Treat (snacks), Dreamline (home segment) and Koryo (consumer durables), which contribute about 10-12 per cent of the group’s retail sales.

“Consumers currently are not very familiar with our labels. We are looking to promote these labels and give them a big push forward through mainstream advertising etc. The idea is to build a strong consumer relationship and connect with consumers,” said Mr Desai.

Future Brands will initially set the ball rolling with John Miller, and follow it up with the other brands. In six months, the company plans to convert all its 15 labels into “strong brands.” “We will also look at setting up standalone store for these brands. After a year, we will look to move the brands into the retail market outside our own formats,” said Mr Desai. The 15 brands put together accounted for sales worth Rs 600 crore last year, he added.

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