Mickey: To launch 11 exclusive stores by 2013

Kids’ wear brand Mickey is planning to step up its retail presence by opening company owned as well as franchise stores across the country. Highlighting their plans, Hitesh Ahuja, CEO says, “We have two EBOs, both in Kolkata. Two more are in the pipeline,

one in Hyderabad and the other in Bangalore. There will be one more in Kolkata by December. By April 2013, we will have 11stores. And after the first 11 stores, we will tie-up with franchises to spread our retail footprint.”

He goes on to explain that by launching exclusive outlets, they expanded their product line. “Earlier we were mainly into casual wear for boys and girls. Now we are doing summer wear, sportswear, designer wear and sleep wear for kids between the age group of 0 to 5 years. We have also introduced shoes recently and plan to add other accessories,” adds Ahuja.

The company’s product line includes a whole range of children’s wear, which is casual as well as sports and lounge wear for girls and boys. Elaborating on the collection, Ahuja says, “We do baba suits, shorts, denims, cotton trousers, three-fours and track pants. For girls, we have skirts, harem pants, balloon skirts, shorts, long skirts and dresses. Our consumers belong to the middle and upper income group. We are able to cater to the middle income group as well as high end market because our price points are controlled owing to the latest manufacturing processes.”

Mickey launched by reputed apparel company Bonie Apparels, is a reputed manufacturer and exporter of readymade kids’ wear. They launched Mickey in 1984 at Kolkata. Explains Ahuja, “We started manufacturing for the local market first and then spread our operations all over India. Mickey became a strong brand eventually. Then we entered into exports. But our local markets suffered. In terms of production, we couldn’t cater to the local market. But now with a new set-up, we have refreshed our operations. Now our average monthly production is of 150,000 pieces.” Mickey’s product line is also available in more than 300 MBOs. The company exports to the Middle East—Saudi Arabia, UAE and Kuwait.