Oksboys takes the small town route to expansion

Friday, 05 July 2013
Oksboys takes the small town route to expansion With a presence in 700 MBOs all over India, kids’ wear brand Ooksboys from Seema Enterprise is exploring new destinations to spread its retail footprint. Elaborating on the brand’s plans, Amit Bhayani, Director Seema Enterprise says, “We are looking at the East now. Our strong markets are Delhi, Mumbai, South India, Pune and Gujarat. We are concentrating on smaller cities for expansion and for this reason, we have broken Maharashtra in three parts—Vidarbha, Pune and Mumbai. We will also focus on online partners and have already signed up some. We are coming up with our own e-commerce website too.”

Oksboys' journey soOksboys takes the small town route to expansion far…

Oksboys was launched in 2005 and as Bhayani says, “I wanted to produce stylish clothes for children. Since big brands have got into it, it has become a competitive business.” The brand began with T-shirts and went into shirts. The brand is in the premium segment. “We are planning a factory of 14,000 square foot in Gujarat, which would be operational by March 2014 and will double our production capacity.”

The company offers T-shirts under Little Dude by OKs, while shirts, jackets, two piece jackets and blazers are under Oksboys. “We have bottoms under OK’s Juniors. These are shorts, denims, coloured pants, three-fours etc. Our MRP for this line is from Rs 495 to Rs 1,595. At some point we will tie up with an international brand for accessories. For now, we have watches under our portfolio but may add shoes in future,” opines Bhayani.

Season’s best on shelves

The brand has two collections a year, one for winter and another for summer, but also does some fillers for nominated shops who work with the company on huge quantities. For Autumn/Winter 2013, the brand has added some new colours. “But we haven’t gone for fluorescent,” states Bhayani, adding, “We are playing with coloured bottoms. We have denims with imported stretch fabric. Corduroys are in. We are playing with coloured shirts, oxford checks, twill checks and micro checks. In jackets, we have a bit of party wear. Jackets have new fabrics, designs, embroidery, silhouettes, and patches. Coats are without sleeves but with a shirt. The story line is concerts and reality shows.”