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Blackberrys establishes strong presence in menswear

By Sujata Sachdeva

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Business

Blackberrys, the brand synonymous to sharp menswear is manufactured and retailed under Mohan Clothing. Having traversed a long journey, the brand is well established and now retailed across India through over 1,000 MBOs, large format stores and EBOs.

Elaborating on the journey so far, Nikhil Mohan, Managing Director, Mohan Clothing, says, “We started retailing our products 10 years back. We pushed ourselves hard, started new things, penetrated Tier II and III cities to establish brand presence. While growth has been uneven, now we are moving ahead smooth and steady.”

Sharp clothing for men

Innovation has been the strong point of the company and it represents simple and sharp are elements. Now the company is expanding its product portfolio to include new lines. As Mohan confirms, “We have introduced urban line and pushing fashion aspects in men’s wear. Fashion is about innovation, creativity and newness. I feel that fashion is not only about bringing something new but it’s also about killing the old trends.”

Spreading reach to boost growth

Now available through all retail channels including distributors across India, the company is experimenting with large stores spread across 8,000 sq. ft., like the one in Bangalore. Mohan says, “The brand should have good cash flow and profitability and products that are a measurement of a good brand. There is no need for lavish spending on advertisements. The brand needs to be conscious at every step. By bringing exclusivity, one can bring growth,” he explains.

The company is witnessing good growth from small cities such as Ranchi. “People in smaller cities are aspirational and hold capacity to spend, and are equally aware as their counterparts in big cities. We spend time with vendors, retailers as well as with consumers. Consumers are unpredictable and difficult to handle. You have to make people spend their money on garments as there are lot of things distracting their attention such as mobiles, electronics and beauty products,” Mohan sums up.

Blackberrys