Status Quo, to launch new range for boys ‘Status Quo Cubs’

With new brand identity, launch of a new range for boys four to 16 years and aggressive retail expansion plans, Status Quo is set to achieve a positive growth ahead.

Aggressive growth plans

The brand is ready to launch ‘Status Quo Cubs’ for boys four to 16 years of age. “There are many reasons to feel cheered for this season. It is undoubtedly going to be a great year for us, as we are ready with a beautiful product line, scaled up production and new logo. We will grow by at least 35 to 40 percent. Our production has increased after addition of manufacturing plant, which got dysfunctional for a year after it caught fire. This year we are expecting the production of three million pieces,” says Kulwant Singh Suri, VP Sales & Marketing at Status Quo, adding, “We plan to open three more exclusive outlets in Chandigarh, Delhi and Mumbai in coming months.”

A mid-premium brand launched in 1998, Status Quo offers clothing for men in the age group of 15 to 35. “The name stands for consistency and quality and sans ups and downs. Recently we introduced our new logo also in order to give a new feel to our old identity,” avers Suri. The company is official licensees for Archie, Garfield, Mr Men and Little Miss and has launched Comedy Central merchandise.

“We have launched ‘Spring Summer 15’ range of clothes this time. It is a theme-based collection, available under different motivational themes. Under this, we have travel series, emblem series, skull, music, mars and animal series. The travel series is for enthusiasts in this filed, while emblem is completely dedicated to great personalities such as Mahatma Gandhi, Bhagat Singh, Nelson Mandela and Subhash Chander Bose. Then we have mars series, inspired by the recent feat India achieved in this field,” states Suri. The line also includes printed shirts and T-shirts, which are pretty much in trend this season. The colour range is also very vibrant, available in shades of green, orange and purple.

Starting its journey with T-shirts, Status Quo is now a full fashion brand. The range includes shirts, T-shirts, trousers and denims in summer range. Apart from this, the brand offers complete winterwear range comprising of sweatshirts, jackets, sweaters and track suits. Tracks suits contribute a decent amount its revenues.

Retail expansion is being done aggressively and to achieve this, a new module is already in place. Currently, the brand is being sold through over 1,200 MBOs across the country and 200 more are lined up. “In addition, we have 10 exclusive stores, located in Ahmedabad, Lucknow, Badodra and Rajkot. The brand is available at almost every major player in the country in large format segment. The major ones are Reliance, Lifestyle, Shopper Stop and Westside. Exports also contribute six percent to the total revenue,” explains Suri.

State-wise it is looking to increase footprint in Bihar and north-eastern region. The brand collection is also available with Myntra, Flipkart, Amazon, Snapdeal and Jabong. Suri says, “We foresee huge potential business in Tier II, III cities while the Northeast region is promising. The people have a great spending capacity in these cities and what you need to do is provide them with what they are looking for. This is the reason, our entire planning and strategy is centered on these unexploited areas.”

Elaborating on future plans, Suri sums up saying, “We are desperately focusing on production side, so that we can access the markets in India and abroad. We are getting good feedback from Australia and South Africa so the probability is that we may enter these countries as well. The kids’ range which we have started recently is definitely going to provide a fillip to our business as plans are in place to expand its offerings.”