The Hindu Business Line : SF Jeans boutique opened in Colombo

San Frisco (SF) Jeans, the denim wear brand of Madura Garments, has forayed into Sri Lanka with an exclusive store in Colombo. Incidentally, this is also Madura Garments' first `exclusive' venture in the island-nation (although some of the company's other brands are already available in Sri Lanka through multi-brand outlets).

Madura Garments has partnered with the Abans Group in Sri Lanka for this retail entry.

The 1,000 sq ft SF Jeans boutique is located in The Crescat Boulevard, believed to be one of Colombo's premium malls.

According to Mr Hemchandra Javeri, President, Madura Garments, Crescat Boulevard attracts a consumer mix of local, international and expatriate population, which will help SF Jeans create a market for itself.

Does the company plan to take the SF Jeans brand to other countries as well? (Some of Madura Garments' brands such as Louis Philippe and Allen Solly have a significant presence in West Asia through exclusive brand outlets [EBO] and Planet Fashion outlets.) Although he did not rule out any possibility, Mr Javeri said it was too "premature" to comment.

Madura Garments wants to push its fledgling SF Jeans brand (it was launched in 2002) in India as well, primarily through malls, where the footfall of youth is high. Currently, there are 15 EBOs across nine cities; of these 11 are in malls. Madura Garments has blocked space in some upcoming malls for exclusive SF Jeans outlets.

SF Jeans has positioned itself in the high-end segment at a price range of Rs 999-1,700. Although SF Jeans, with retail sales of Rs 25 crore, does not account for a large part of Madura Garments' sales, the brand hopes to make a greater splash in the days to come. "For the past two years it has been growing at 40 per cent and we hope to better this growth rate," said Mr Sooraj Bhat Ullal, Brand Head - SF Jeans.

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