"Playboy Apparel is a youth, street wear brand meant for both men and women. It will cater specifically to the 16-35 year age group," says Govind Shrikhande, President and CEO, Shoppers Stop. Priced between Rs 600 to 1,800, the Playboy brand will have shirts, T-shirts and jackets in its range. "We are present in a couple of stores in Mumbai and Delhi. We have plans to open another 20 shop-in-shops in the next two years," Shrikhande adds.
Mustang Jeans, the well-known German brand, will be available exclusively in Shoppers Stop for the next two years. "We have selected styles that would suit Indian tastes while not compromising on the international standards," says Shrikhande. Priced competitively, as of now, Mustang is available in four stores across India.
Shoppers Stores is also drawing up expansion plans for Mustang. "We expect to do business worth Rs 50 million in the next five to seven years" Shrikhande says. "By March, we wish to open Malleshwaram in Bangalore and Amritsar. Within the next 24-36 months, we wish to open another 20 stores (shop-in-shop) for Mustang."
Under the retail arrangement with Mustang, their merchandise will be imported and retailed through the shop-in-shops within Shoppers Stop. New range of trendy styles will be introduced every four to six weeks. Known for its precise fits and washes, Mustang offers options as ensemble and not as individual garments.
Founded in 1932, Mustang was the first denim brand to be manufactured in Europe. With revenues of over 100 million Euros, Mustang has become one of Europe's leading jeans wear and lifestyle brands. The company's many milestones include the first women's jeans and the first corduroys in Europe, and the first stretch jeans in the world.
The Chicago-based Playboy Apparel (from the stable of well-known Playboy magazine), had launched fragrances for men in India has now signed agreements under which its Indian partners would manufacture and sell its range of products in the market.