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Chennai-based men’s apparel retailer Basics Life is stitching plans to expand its presence to the north with outlets in Delhi and NCR early next year.
It is aiming for pan-India presence in a couple of years.
Next month its 100th exclusive brand outlet will open in Chennai. By January, it plans to roll out outlets in Delhi and NCR, followed by Gujarat, Madhya Pradesh and Bihar.
Currently, the brand operates 99 exclusive stores in the South and Maharashtra, with Tamil Nadu alone having 49 stores.
It is also present in all major departmental stores in the South.
Basics Life has three sub-brands in its portfolio – Basics 029, casual wear targeted at age group 20-40, Genesis formal wear, and ProBase for the younger customers (14-21). It also has a line of accessories such as socks, belts, bags and sunglasses.
Started by brothers Hanif and Suhail Sattar, Basics Life opened its first store in 1992. Fifty of its 100-odd stores have come up in the last three years.
By the end of the financial year, Basics Life aims to have 125 stores. In three years, it wants to operate around 200 stores, across the country.
“We prefer to saturate each market and not spread ourselves too thin,” says Suhail Sattar, co-founder, Hasbro Clothing, which owns Basics Life. Being present online, across basicslife.com and multi-brand channels such as Myntra and Flipkart, has helped familiarise the brand countrywide , he adds.
Hanif Sattar says it is also important to stay relevant – at the right place with the right fashion.
In the coming years, there will be more space for brands such as ours which offer a complete lifestyle experience with apparel and accessories.
The brand, with a turnover of Rs 135 crore, places itself in the ‘value-for-money’ category with a price range of Rs 399-2,000.
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