Brook Street on a roll with new stores

Brook Street, a brand from Sussex-based Bradford & Stanley is all set to spread its wings across the country. The aim is to add more MBOs to its retail spread. Talking about the strategy, Kapil Sewani, CEO, Bradford and Stanley

India says, “We are looking into expanding through MBO's as we feel they know their market presence and customer much better then we do at the moment. We are speaking with a few franchises in Chennai, Pune, Ludhiana & Mumbai. By December 2013, we are targeting 50 MBOs with a turnover target of Rs 25 crores. Brook Street has got a good response in Spain. We are sending the brand’s products from India to Spain and are contemplating a store in Dubai as well.”

As of now, the company has strong emphasis on MBOs. The brand’s collection is present in stores like Options Mumbai, Jade Blue Gujarat, Mebaz Hyderabad and Shree Shivam Chhattisgarh Brook Street aims to give Indians the right products based on UK ideology and designing. Explains Sewani, " to bring in economies of scale we follow bulk production for India centric products based on customer needs. Production is spread over India ,Bangladesh and Turkey and use of exceptional quality denim is pursued.Products are introduced as per price sensitivity since our goal is to provide a superior product at the right price depending on the market. In India, the production capacity is of 15,000 pieces a month, sourced from Bangalore.”

The brand’s inception is interesting. “In 2008 sitting in a Mumbai pub we wondered why Indian men wear duplicate products. I felt that they were not getting the right international products here and we could bring in a change by providing fashionable and wearable products,” Sewani reminiscences. Adding further, he says, “One thing led to another and I got introduced to Bradford & Stanley, a design-centric company. So we decided to get this international brand in India. We started developing their designs into products with the intention to revolutionize the Indian Denim market.”

Elaborating on the range, Sewani says, “We found that the Indian men only shop for occasions & not for seasons. So Brook Street went ahead and developed a few brand categories. We came up with an authentic range, where we wanted people to understand how actual denim ages. Another offering is the Blush series, where the products are pink from inside. As these denims age, the pink element starts appearing. The more one zips and unzips it, the more it blushes. Then there is Weekend Getaway, Brooks London series having casual office, night out club wear series.

“We have a club wear range of denims, which no brand in India has. It’s called Club 609. The name comes from the fact that in Britain working hours are from 9 to 6, so denims for people who live from 6 to 9. The motto is it’s too early to sleep. This comes in a narrow skinny fit. There is radium which shines at night. We also have the Evolution series for the true denim lover. There is also going to be premium series which we will launch next year,” Sewani adds.

http://www.brookstreetdenim.co.uk/