Active wear brand 2GO chalks out expansion plans

Mid segment men’s active wear brand 2GO, launched in 2012, is focusing on achieving Rs 150 crores turnover in the next three years. “2GO is the only focused structured brand in the active wear category. It’s not into performance 

sports. It’s purely dedicated to active wear. We do our own design, manufacturing and in store and above the line branding,” explains Nischal Puri, Director, Brandis Manufacturing and Marketing that retails the brand. The company is looking to expand its retail footprint through both brick-and-mortar and e-commerce routes.

Brand 

expansion plans

Its product range consists of track pants, T-shirts, shorts and sports socks. 2GO has tied up with a US design agency, for design and manufacturing inputs. “We have innovative stitches. There’s a pocket for mobiles,” shares Puri.

Talking about the product line, Puri says they have nine different styles in shorts, five in sports socks, 20 colours in T-shirts and 16 lines in track pants. Track pants are priced between Rs 585 to 745 and shorts begin at Rs 460. Going forward, they will introduce innovative fabrics and more styles.” For A/W the brand is introducing heavier fabrics in bright colours since that’s what the season demands.

Store network across India

“We are present in 1,500 MBOs across India and are aiming to end the year with 2,500 MBOs. The plan is to open 18 EBOs in a year. We are looking at opening them in metros and Tier II cities. In the next quarter, we may be with some large formats as well. Beyond India, we are looking at the Middle East for exports. Going online with these brand is also part of the company’s future plans,” elaborates Puri.

According to him, the active wear category in India is estimated at Rs 2,400 crores. “There are performance sports brands and active wear sub brands, which take off on outerwear or innerwear brands. And there are sophisticated performance sportswear brands and brand extensions from those in the apparel categories. Performance sports wear brands sell in the premium category. And brand extensions of apparel brands are in the mid category. But they are not able to establish a brand image because consumers don’t see them as active wear brands. They sell purely on the functional benefit of the product,” Puri explains.