With the target of touching Rs 630 crores this year, men’s formal and casual wear label Blackberrys from Mohan Clothing Company plans to perk up its EBO presence by launching 10 more outlets by this year-end. “Apart from increasing our store count from 150 to 160 by end of 2012, we are adding to our MBOs in the south and exploring export opportunities. We are currently present in 800 MBOs and large formats like Shoppers Stop, Lifestyle and Central,” explains Yogesh Tiwari, Vice President Sales & Marketing, Mohan Clothing Company.
Established in 1991, Blackberrys is a leading Indian men’s wear brand. Over the years, it has established itself as the manufacturer of trousers, suits and jackets, gradually completing the wardrobe look with shirts and accessories. “The model is based on a design conscious product delivery system with a strong back-up of global and local sourcing. Catering to the self assured and confident youth, we stand for innovations in product and have created a strong image of ‘sharp edged clothing’, says Tiwari, adding, “Blackberrys is equipped with the latest manufacturing facility in three factories. The 22,000 sq. ft. plant has been especially designed for manufacturing suits and jackets. Our aim is to delight the fashion forward customer with great style and care teamed with speed and innovation.”
The brand works on the philosophy of offering garments with a fashion twist making it different others in the market. Therefore, they have a small percentage of basic products. Today, 80 per cent of our shirts are in slim fits which is in vogue and is being consumed voraciously by the customers. “To put a figure we are at about 90 per cent fashion and approximately 10 per cent regular.”
Brand’s A/W 12 range includes a wide range of jackets, coats, tuxedos, shirts, trousers in niche looks. Woven from imported fabrics from Turkey, Germany, Italy and Korea the warmth and feel would give customer a chance to be the trendsetter of the season. The trouser shades are in mustard, green, blue and red. Elaborating on the product offerings, Tiwari states, “We approach our offerings not category wise (i.e. how quintessentially other players do – shirts, trousers, suits etc) but through the window of usage occasion in the day of a customer. Thus, the Blackberrys wardrobe includes dress line trousers, khakis, shirts, suits and jackets. We are also planning to introduce the casual or sports line in a dressed-up manner with accessories matching the look like stoles, scarves and bow ties.”
Commenting on the industry prospects, Tiwari sums up saying, “The industry outlook is definitely on the upswing. A brand needs just a million plus customers to reach Rs 500 crores turnover. If you add one lakh customers, you will grow 20 per cent on value. The consuming class in our kind of segment is huge and consumers are moving up. So the problem will be escalation of demand, if we are able to handle that, I don’t see any other issue.”