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Brand Factory, the all-year-round discount chain of stores from the Future Group stable, plans to expand footprint with 10 new stores spanning 20,000 sq ft to 50,000 sq ft in Pune, Hyderabad, Andhra Pradesh and Kolkata in the next fiscal.
Apart from its core offering of fashion apparel, which constitutes 85 per cent of the merchandise, Brand Factory sells footwear (formal and sports wear), luggage (soft/hard) and accessories (innerwear, hankies, socks) in all its stores and a few other categories such as home linen, sunglasses and junk jewellery in some of its 42 stores across the country. Speaking to the BusinessLine on the sidelines of the 42{+n}{+d} store launch in Bengaluru, Suresh Sadhwani – Business Head, Brand Factory, said “This 17,000 sq ft store is our eighth store in Bengaluru and it is a big occasion for us, as we successfully complete 10 years of business, re-establishing our position as India’s only large format discount store that offers 20-70 per cent discounts on all 365 days of the year.”
“We would like to open 10-12 stores in cities like Bengaluru and Hyderabad where we already have 8 and 10 stores respectively, eight stores in Kolkata and Pune where we have four and three stores respectively and 4 to 6 stores in Chennai, where we have none” he said.
The Bengaluru store offers over 200 fashion brands such as Pepe, UCB, Raymonds, Levis, Lee etc., with over 16 categories of merchandise including men’s formals, men’s casuals, youth wear, women’s western & ethnic wear, sportswear, footwear, accessories, kidswear and luggage.
“We plan to introduce junk jewellery which is currently available in a few stores across all our stores over the next three months, including our own private labels and some well known national brands,” said Sadhwani.
Sadhwani pointed out that huge discounts are possible as Brand Factory sells Season Minus One (previous season) fashion apparel which constitutes 50 per cent of its offering and because the rest is specially manufactured for Brand Factory, including in-house labels and merchandise manufactured by Lee and Wrangler for Brand Factory. “We pass on margins we make to customers and also save on rental costs because we do not pay high rentals in malls and have standalone stores that are 4-5 km away from the high streets at less expensive locations, ” Sadhwani said.
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