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Bindu D. Menon

New Delhi, June 6

Rosebys, a subsidiary of Gujarat Heavy Chemicals Ltd, is eyeing the nascent home adornment vertical market in the country. Backed by the sourcing-cum-manufacturing expertise of its parent company, Rosebys is looking to entrench itself in the premium end of the home linen market with a slew of stores.

The company is looking to open 700 stores in next five years. “We hope to invest around Rs 200 crore in our expansions pan-India during the first phase. Rosebys London outlets will cater to an array of products in the home linen vertical range,” Mr Nikhil Sen, Director, Rosebys told Business Line.

Gujarat Heavy Chemicals had acquired the UK-based Rosebys in 2006. The company has a strong presence in bedding, curtains and kid’s garments, with more than 300 retail outlets across the UK.

Stating that the Rs 15,000-crore home linen vertical in India is growing at an annualised rate of 8-10 per cent, Mr Sen said despite being such a large market, it is less than 2 per cent organised.

“The home linen being a low-involvement category has hitherto been on the lower end of the value chain. We believe that the nature of our products and our ability to serve the customers based on their lifestyle requirements is what should dictate the nature of our in store products and solutions,” he added.

The stores will be a combination of multi-brand outlets. It is going to expand through the franchising route. Mr Sen said the company is also in talks with a few private equity players to raise the capital for its future expansions.

He said the challenge will be to build the brand.

While Gujarat Heavy Chemicals’ Vapi plant will manufacture most of the products, Rosebys will also outsource from contract manufacturers in India and abroad.

This apart, Rosebys will also bring in multiple brands in mature market.

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