Camaro Junior, a new kids brand to arrive this festive season

Camaro that so far was catering to men’s bottom wear segment is ready to step into kids’ segment this festive season with Camaro Junior. The new brand would primarily focus on bottom wear for kids. Elaborating on their plans, Saumar J Sharma, Business Head, Camaro Junior, says, “The brand is specific to boys’ bottoms. We are doing denim and cotton both, but predominantly denim. We started with bottom wear because we already have expertise in adults’ bottom wear category. We will also introduce upper wear in future. Camaro Junior will be available in stores by this Durga Puja .”

New bottom wear brand for kids

Targeting the four to 14 years age-group, Camaro Junior is an extension of the existing apparel range for men. “There is a new team in place for junior category. We are strong in cotton and denim bottom wear but denims occupy most of our bottom wear line, because of good saleability,” explains Sharma.

Sighting a vacuum in kids’ bottom wear segment after undertaking a survey, Camaro ventured into this space. “There are only a few national and many local brands for Indian masses. We are using the same fabrics in junior what we use in adult segment, best quality mercerised, non Lycra product. We are using 30 percent of imported fabrics. The only difference in fabric between the adult and junior category is that weight of fabrics is lesser in the latter,” states Sharma.

Talking about the trends, he says, a variety of washes, prints, leather patches, use of different highlighters, stylish buttons, spun threads and embroideries are in. A lot of research has also gone into providing a good fit in bottom wear for juniors.

Retail plans for Camaro Junior

In the East, the brand already enjoys a strong presence through 1,250 stores. The junior brand too will be retailed through these stores that include family stores, MBOs et al. “It gives an edge to us in the junior wear segment. We will provide quality products at the price points offered by local players. This will help both us and retailers who will benefit for offering quality range at affordable prices,” informs Sharma.

The company is looking at pushing the brand’s presence. Sharma says Internet, social media and TV have played a significant role in spreading awareness in Tier II, III cities. The company’s focus for retail expansion would be on entire East. Though it is based out of Mumbai, the company is yet to establish a presence in the metro. “We are popular in the East as we have done a good branding there. We will create a standing in Mumbai but it may take some time. We plan to launch Camaro Junior across the country. However, this is just the beginning, an experiment of sorts. We do not do large format retail because we are against working on consignment-basis. We do not believe in discount sale either,” asserts Sharma.

The brand is not online yet but is in the process of building a website, which well be launched this month. “It will sell all Camaro products but no discount strategy will be followed. We are also in talks with major online players and may open 10 new EBOs in one year. These will be Camaro stores where Camaro Junior merchandise will also be retailed. As of now, we have one EBO in Assam,” explains Sharma.

The company is expecting good growth and hopes to witness 15 to 20 percent turnover increase this year. It has been growing at 20 to 22 percent annually, over the last five years.