Kidology: To add a new designer every season

Monday, 27 February 2012
With a dedicated focus on all modes of retail expansion from opening stores and distribution outlets in India to participating in exhibitions and expanding through online platform, Kidology is strengthening its presence in the kid’s segment. Established in 2009, Kidology is the first designer clothing brand for kids in India. Elaborating on the brand’s journey, Karina Rajpal, Joint Managing Director at Kidology Design India, “When we launched Kidology, the idea was the first of its kind. Neither had anyone experimented with designer clothing for kids at a retail level nor had the price points at which we sell existed. Hence, we started cautiously and gave our brand some time to make sure that this idea could be developed.” Now having established over the last two years, the brand is ready to expand in a big but controlled way. “We are experiencing over 40 per cent growth on an annual basis. In the quarter October-December 2011, our brand has recorded over 100 per cent growth in revenues. ”

Kidology aims to fill a void by offering high-end Indian designer apparel, accessories and furniture collections for infants, kids and expecting mothers. Rajpal explains, “Our apparel range includes exclusive collections by leading Indian designers Gauri & Nainika, Gaurav Gupta, Malini Ramani, Namrata Joshipura, Sid Tytler, Nandita Basu and Ritu Kumar. Kidology’s in-house collection focuses on environmentally friendly fabrics, which are great for kids yet not available in the Indian market, is designed by Maya Nocon. Our furniture line, which uses non-toxic polishes are safe for infants and are designed by Little Vadehra and our accessories, including bags, shoes, jewellery and rain wear, have all been designed by players, who recognizing potential of the kids’ market have partnered with Kidology”.

The store also retails leading international kids’ labels like Naturino shoes and 7 For All Mankind thus becoming a one stop destination for high quality apparel and accessories for kids. Catering to infants, girls and boys, between the ages of 0 to 10 years, it also offers a maternity line.

Moving ahead, the company plans to launch a new designer every season. “Nandita Basu is our new addition this spring. Her collection includes funky printed kurtas, pinstripe suits with embroidered patch and low crotch pants for boys. While each designer has a unique sensibility and theme for his or her collection, our constant is occasion wear,” Rajpal adds.
Having opened their first flagship in New Delhi’s DLF Promenade Mall in January 2010, the company now has a store in Mumbai operating under a franchisee model. Talking about the retail spread, Rajpal says, “We have also partnered with Kidville, which has opened its first store in Mumbai and is opening stores at various locations in other cities where we will be one of the main apparel brands. We are also retailing out of Anahita in Hyderabad. In December we launched our operations at Smitten, Dubai. We are keen on opening a second store in Delhi and maybe one more in NCR apart from adding a stores in Mumbai. We are talking to malls, possible franchisees in cities like Chandigrah, Ludhiana, Bangalore and Chennai to expand our reach.”

The brand regularly exhibits at trade shows in India and internationally. Rajpal says they plan to continue exploring new markets and expand retail presence through shop-in-shops and franchisee stores. Their e-commerce platform kidology.com was launched recently, where clients can purchase our entire product line online.