Launched in 1973, Lotto entered the India market in 2007 through Sports Lifestyle. And now it is looking at increasing its retail presence through EBOs and other channels. On the cards are 100 EBOs by the end of this year. Elaborating on their India plans, Lalit Kishore, Managing Director, Sports Lifestyle says, “Lotto Sport Italia and Sports Lifestyle first signed a licensing agreement in July 2007, which was extended for another 15 year period for the production and distribution of Lotto branded products in India, starting from January 2011. We believe that the Indian market offers huge opportunities for a brand like Lotto. There are plans to aggressively expand the brand’s reach, via a strong distribution network, presence in key accounts and national chains and also to increase the number of Lotto EBO’s. We are working to expand our reach in the markets we are already present in and explore new ones.”
In fact, Sports Lifestyle has been responsible for the re-launch of Lotto brand in India, making it available country-wide, through over 65 high image stand-alone stores and over 200 MBOs LFS like Shoppers Stop, Reliance Footprint, Spencer’s Retail, Central, Pantaloons and Planet Sports. Kishore explains, “Lotto is positioned in the Indian market as a ‘sports lifestyle’ brand offering fashionable lifestyle and authentic sports performance products which reflect Lotto’s Italian heritage and superior design capabilities at prices which can appeal to the discerning value oriented consumer. The product portfolio in India includes leisure and performance products like footwear, apparel and accessories. There are constant enhancements and innovations within these categories.
Internationally, Lotto made its debut with tennis shoes followed by basketball, volleyball, athletics and football, sports clothing was added later. In the first 10 years, it focused on the Italian market, becoming a reference brand in the sports articles segment and a leading company in tennis. Today, the performance segment has now been strengthened, in line with the new corporate mission. Special focus is given to footwear and technical clothing for football and tennis, also supporting the brand’s worldwide leadership with products that are right on the cutting edge in terms of innovation and design.
The brand distributes its products in approximately 100 countries, through independent sports stores, specialised chain stores and large stores with specialised sports departments. Special emphasis is given to developing the retail area through mono-brand stores (flagship stores, street stores, factory outlets) and through corners and shop-in-shops, which are now as widespread in Italy as they are abroad.
Talking about their India plans, Kishore opines, “In the last five years, having built the core product line for the India market and established a widespread distribution network, we have tasted immense success. We plan to aggressively expand the distribution network and our presence in LFS/departmental stores of national chains and also open Lotto exclusive brand outlets. We believe that the ever-growing sports and lifestyle market in India offers huge potential for a brand like Lotto.”