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Thursday, 02 December 2010 |
 With a vision of graduating from being a men’s lifestyle brand into a leading fashion wear brand, Turtle is now focusing on running operations in retail and distribution across the country. Simultaneously, it is also concentrating on the markets in the
West in cities like: Pune, Mumbai, Aurangabad and Nasik. Meanwhile, to keep up its image as a fashion brand, Turtle is coming up with innovative designer autumn/winter collections in medium and dark tones along and a spring/summer range of white-based and pastel shades in men’s apparels. The brand’s USP is providing quality clothes at value for money. The company now is gunning for Rs 90 to Rs 95 crores turnover by the end of March 2011.
 This year, the brand is launching premium outer wear such as pullovers, windcheaters, jackets and suits in the northern region to boost its winter sales along with increased sales during the wedding season in November-December in the eastern region. What’s more, for the forthcoming spring/summer Turtle will be launching a unique traveler’s theme in all their segments of formal, party and casual wear for men. This range will include unique features such as a sunglass pocket, a music pocket, a pen pocket, hidden zippers in belts to carry cash, a shoe compartment in a duffel bag and all other essentials one requires while on the move. Other innovative designs such as reversible shirts which can be worn in two different ways and trendy round-neck T-shirts with statement prints in sync with the travelling theme are expected to be a hit next season.
“The casual wear market is showing resurgence. If casual wear was contributing to 15 per cent of our overall sales, this season it has gone up to nearly 30 per cent. We are predicting 50 per cent in the ensuing spring/summer since this season is anyways more casual,” says Shitanshu Jhunjhunwalla, Director, Turtle.
“We are in more than 400 cities in terms of distribution. Traditionally, we have been a distribution-based company and forayed into retail once the boom set in. Now, we have 45 EBOs across the country and 100 shop-in-shops in Central, Pantaloons, Shoppers Stop, Globus and some discount formats like Brand Factory and MegaMart etc. The east is our stronghold but we are equally strong in the south. We are growing rapidly in the western market as well. Seven of our EBOs are company-operated and run. The rest are franchised. We also have over 1,200 MBOs. EBOs give 25 per cent of our business, MBOs 55 per cent the rest is large formats,” he adds. It has four production units, out of which three are in Kolkata and one in Bangalore.
Turtle, hopes to achieve 45 per cent growth in sales in the current year in view of its expanding customer base. The company plans to invest Rs 15 crores and increase the number of its retail outlets to 100 over next fiscal. |
