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Swetha Kannan

To have 45 stores abroad in 3 years

Bangalore , Aug. 28

Leather brand Hidesign is upbeat about its prospects in the international market, especially Russia and China. It has drawn up an aggressive plan to expand in the overseas markets; in the next three years, it plans to have 45 stores abroad.

New stores

It is hoping to have 18 stores in China in two years and over 20 stores in Russia in three years. Hidesign currently has 12 exclusive stores in the US, Russia, Dubai, Kuala Lumpur and Sweden, apart from being present in 1,800 department stores. New stores are coming up soon in Dubai, Hong Kong and Copenhagen. "We are looking at Hong Kong as a window to China, which is a huge market," said Mr Kunal Sachdev, CEO, Hidesign.

The company is also studying the markets of Switzerland, South Africa and Canada. In the domestic market too, Hidesign plans to expand from 35 stores currently and add 18 more in 15 months.

Average investment on each store in India would be Rs 35-50 lakh, while the company would invest about Rs 70 lakh per store abroad.

"Hidesign is positioned as a premium brand in the country whereas internationally it is seen more as an affordable luxury," said Mr Sachdev. Prices abroad are typically 2.5 to 3.5 times more than that in India. In the days to come, with the entry of international brands in India, we could become more of a mass luxury brand, added Mr Sachdev.

Couture range

Hidesign is also looking to launch its Hidesign Couture range (priced 30 per cent more than the Hidesign products) in a big way through an exclusive Hidesign Couture store, mostly in Delhi. The company had recently opened its couture store at a mall in Delhi, which was razed down barely 10 days after it came into place, following a demolition drive in the city.

The company is also betting big on Salsa, a sub-brand it launched in February to take off in a big way.

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