Denim and casual-wear brand Mufti plans to ramp up its product portfolio

Abhishek Law Kolkata | Updated on November 08, 2018

Vipul Mathur, COO, Mufti Credo Brands Marketing Pvt Limited

To launch athleisure clothing line and accessories range


Denim and casual-wear brand Mufti plans to ramp up its product portfolio with a focus on athleisure clothing and accessories.

Earlier this year, it had expanded its product range by foraying into the footwear segment.

Owned by Credo Brands Marketing Pvt Ltd, Mufti — which positions itself in the mid-to mid-premium segment — competes with the likes of Levi’s, Lee, Wrangler, Spykar and other premium players such as USPA and United Colors of Benetton.

According to Vipul Mathur, Chief Operating Officer, Mufti, its accessories and athleisure launches are expected around summer 2019.

Accessories will include belts and caps.

“We are looking to expand the product portfolio with a focus on new categories such as accessories and athleisure. However, when it comes to athleisure, we will be offering clothes that would be verging more on the lines of casual wear.

Mufti’s athleisure clothing line will be skewed towards the casual wear format, rather than being predominant gym-wears.

Typically, athleisure refers to apparels that can be worn to the gym and double up as casual wear. These include joggers, sweat-shorts, t-shirts and even footwear.

Considered to be a ₹7,000- crore market in India, athleisure clothing line has gained popularity with Bollywood celebrities sporting them on social media.

While some actors and sports personalities already have their own apparel brands, a host of larger apparel makers such as Arvind or United Colors of Benetton are also trying to cash-in on this trend. Sportswear brands such as Nike, Adidas and Puma have been more dominant in this category so far.

Sales growth

Mufti, which is eyeing a ₹400- crore turnover by the end of this fiscal, does not share revenue details, but Mathur says the brand has been profitable.

Apart from being available across 1,300 point-of-sales, Mufti is also looking to ramp-up presence in smaller towns and Tier-II markets.

“We maintain separate stocks for online and offline channels. Nor do we deep discount online,” Mathur said. Nearly 10 per cent of its sales come from online channels.

Published on November 08, 2018

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