Retail expansion on cards, Riot aims for Rs 25 cr turnover

After making a mark in western India, Riot now plans to enter the southern market, followed by the north and east. “We’d like to do the north but there are two seasons and winter is very harsh and we just do pre-winter,” explains Animesh Maheshwari, Vice President, Suditi Industries, adding, “Brands have no choice but to enter Tier II towns if they want to grow.”

Riot’s current turnover is Rs 15 crores and the company aims to achieve Rs 25 crores this year. The company’s USP lies in a contemporary clothing and accessories business with fresh and inspiring retail formats.

Keeping its eyes on small towns

The first Riot store opened in 2010, now the company has 15 EBOs. Of these, five are franchisees and the rest are company-owned. All of them are all spread in western India. “We may add another five EBOs by March 2015. These too will be in western India. If we open EBOs in Tier II cities, we will first have a team in place and then open 10 or 15 stores at one go. There is no point opening an EBO in a remote place and struggling to keep it operational. We are in 120 to 150 MBOs and regional chain stores. We will add another eight to ten chain stores,” informs Maheshwari. That will mean 40 or 50 more MBOs.

Riot merchandise is available in Nasik, Baroda, Goa, Aurangabad and Raipur, where the brand is doing well. The brand also has online presence through e-commerce sites. In large formats, the company retails its licensee brands. The licensee business contributes 30 per cent to its overall sales. “We are present in 120 to 150 counters. We did Fifa World Cup. For Fifa World Cup we were present in Lifestyle, Shoppers Stop and Pantaloons. We have signed up a few more clubs like Arsenal. That again would be selling in these stores,” Maheshwari informs.

The brand has signed up with Real Madrid, one of the most expensive football clubs in the world for an apparel line. “We have signed up Arsenal, Manchester City and AC Milan and are in discussions with two or three more clubs to bring their apparel lines to India,” he avers.

Styles for the youth

The knitwear brand caters to young men and women 18 to 45 years of age. It is a fashion oriented brand and the range includes casual wear and denims. Round neck tees are the largest category in its portfolio, with 45 to 50 percent of its overall business. The line on offer includes denims, shirts, sweat shirts, hoodies and jackets. “Pastels are strong in our collections. Floral prints are in and there are floral tees for men. Riot is a one stop shop for all kinds for apparels and fashion accessories like belts, bags and flip flops,” says Maheshwari.

The brand also caters to kids and middle aged customers from metros and Tier II cities. Keeping up with changing trends, the seasonal Autumn/Winter and Spring/Summer collection from Riot are a mix of warm and cool colour schemes in perfect look with a global appeal.