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As kidswear morphs into one of the fastest growing segments in the apparel sector, homegrown brand 612 League wants to become a one-stop shop for toddlers and pre-teens. The company is widening its product portfolio by adding categories such as ethnic wear, accessories and shoes.
On the cards is also a high-fashion teenage wear sub-brand, which will target girls in the age group of 11-16 years. Slated for launch by next year, this range is expected to be marketed digitally and through large format stores.
Mohita Indrayan, co-founder and Chief Creative Officer, 612 League, said: “We want to be the brand Indian kids grow up with... just like what GAP meant for kids in the US. We are working on further sharpening product segmentation depending on age groups and widening our product portfolio. We aim that nearly 50-80 per cent of the clothes in an Indian kid’s wardrobe should be from brand 612 League.”
The company closed the previous fiscal with revenues of about ₹100 crore and expects to continue to grow at 25 per cent, fuelled by rising demand and awareness for the branded kidswear segment.
450 points of sales“We aim to be a ₹300-crore brand in four-five years and want to nearly double our points of sales to achieve this goal,” she said. The brand is currently available across 450 points of sales, which includes large format stores as well as standalone stores.
“Despite pursuing an aggressive growth strategy and establishing our presence across all retail formats, we continue to focus on profitable growth,” she added.
The company believes e-commerce as well as standalone brand stores will be critical for future growth. It wants to ramp up the number of its standalone stores to 100 from the current 50 outlets.
“We will expand across new geographies as well as in the existing cities. We are not just focusing on metros but also tier-2 towns,” Indrayan said. Also it wants to increase the contribution of e-commerce channel to overall sales to about 15-20 per cent from the current 8-10 per cent.
612 League had raised ₹50 crore in 2014 from PE fund ASK Pravi PE Opportunities Fund. Without specifying the required quantum, Indrayan said the company will look at raising additional funds by next year.
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