Klix to add shirts to its product range next year

Trouser brand Klix recently set up a new factory to increase its production capacity. The company also plans to add shirts to its product category before Autumn/Winter 2014. The brand is planning to maintain a growth of 20 percent year-on-year for two fiscals despite low

consumer sentiment.

As per Ankur Gadia, Director, Vinita Synthetic, manufacturer and retailer of Klix brand, the repercussions of the last season are passed on to the upcoming one. He envisages certain challenges in getting volumes in summer 2014. However, he also feels that since Klix targets the mid segment, it will sail through easily and would be able to achieve its targets geographically.

“Bookings have started at some places and the reports which we are getting show that consumers are complaining because of pricing. If you consider the last summer and the upcoming one the overall buying has reduced,” he opines.

Expanding shirts category

Before Autumn/Winter ’14, Klix plans to add casual shirts to its portfolio. These will be in three different collections and in 150 designs. “We have already started with a soft launch of our casual shirts. Eventually, we will have an entire wardrobe for men and then get into women’s. So we will have T-shirts and formal trousers,” elaborates Gadia.

Klix launched in 2003 with an eye on exports, gradually entered the domestic market with men’s denims and casual cotton trousers. For Spring/Summer 2014, the brand has worked on high fashion denim with a little difference in the overall fit. “We have used a lot of concepts in accessorizing our fashion denims. Tapered fit is in big trend. It is very comfortable and gives a sharp look to the wearer. And I see this trend will stay for a year or two. In casual trousers, we have added more cotton mix fabrics. We are offering casual trousers in slim fits with Lycra. We are also offering different cuts in our fashion trousers,” explains Gadia.

Store presence

The company caters to 15 states. The brand is available in almost every state except Gujarat. Eventually, the plan is to be present across India. “We are in 500 MBOs and want to increase more depth in retail in our prevailing markets. We also have 70 shop-in-shops abroad. We go abroad under the same brand name. We are present in Sri Lanka, UAE, Qatar, Kuwait, Bahrain, Oman and Saudi Arabia,” avers Gadia.

He feels that selling online will be the next big thing and his company is also planning to launch its own website. However, he believes trousers are still a very niche category where people would not like to buy them online. “Fit matters a lot and it is very difficult to judge this online. When we start shirts, we may venture into online space,” he sums up.