Mimi & Maggie looking beyond Delhi to boost presence

Kids’ brand Mimi & Maggie was launched just before the festive season in September-October 2014. And Amol Kumar, India Head, Mimi & Maggie says initially they tested waters and got as much feedback as they could on the collection. And then showcased their Spring/Summer collection “And since we launched the brand in September which is the beginning of Fall, we officially introduced our Fall collection. Following this, we did lots of exhibitions, and they turned out well for us.”

Aiming for a pan-India spread

Kumar feels from commercial perspective there is a huge potential in the kids’ segment. “Currently valued at Rs 38,000 crores the segment is expected to grow up to Rs 80,000 crores in the next few years. As the segment grows we are trying to reach out to more and more kids. We started in Delhi and are now moving to other cities pan-India. We are not online yet, but looking for brick and mortar stores which may come up soon. We are trying to figure out the best way forward. We are in talks with some boutique stores for retail.” Kumar says they are in talks with e-retailers like Jabong, Snapdeal and Myntra.

The California-based brand has been manufacturing and exporting for the last seven years. “Mimi & Maggie’s designing is done in California, the designers travel to India and we help them with fabrics, embroidery and embellishments,” he informs. Mimi & Maggie’s range is entirely for girls aged 0 to 14 years. Now, the brand has started doing playsuits for boys up to 18 months. For girls, it has dresses, skirts, tops, shorts, legging, and hair accessories.

Aiming to be among the top kids’ brand in India, Kumar emphasises on their focus on quality. “We keep focus on quality rather than quantity, creativity and imagination. We source best quality fabrics locally and use eco friendly dyes.” In its Spring/Summer collection ’15 the brand is offering a lot of dresses in refreshing colours, embroidery, and embellishments. “We have modern botanical collection, India’s bohemian collection and flower farm collection with a different theme and story,” Kumar sums up.