‘To Be Young’ gaining ground with exclusive boys’ denim range

Newbie brand in boys’ bottom wear segment, ‘To Be Young’ is chalking out expansion plans to increase its footprint across India. The brand was launched in November 2014 and is now looking to spread its presence in more cities. Elaborating on their plans, Kamal Devra, Partner, To Be Young, says, “We launched the brand five months ago with a range of boys’ denim bottom wear. For now, we are only exploring MBO formats and are available in Mumbai. However, we plan to cover two more states in the coming year.”

Not confining products to a particular age-group, the company is looking at creating a niche among mid and premium consumers. To establish retail, the company aims to sell the collection through online platforms as well.

Offering a vast denim range for boys

The brand is available in 30 to 35 designs and Kamal says torn and stretched jeans are in demand “We have taken a different approach in terms of styles and design. The fabrics are the best in their category, on par with international brands. Though the prices are far lower in comparison, we manage it well on account of our small setup and other overheads,” he informs.

The company wants to expand in a planned manner. Keeping to boy’s denims only, the brand doesn’t want to produce in bulk to maintain exclusivity. “The kids’ category is predominantly about denim these days because of its comfort and durability. The denim scenario has undergone a change with the advent of stretch. Many new washes have been introduced that require less care and therefore, are popular both among users and manufacturers,” opines Devra.

Increasing online a priority

“Demand is equal in both metros and non-metros. For our products, we see more demand in metros, but for the kids wear industry as a whole, demand is equal in small cities and metros,” he states. The company is eyeing partnerships with online players by next year. “While we see a great potential in online retail, it requires consistent product supply. When we feel confident about meeting demand, we will start online retailing,” he informs.

While the target age group earlier was 5 to 15 year olds, now the brand is planning to introduce a range for the 1 to 5 year age-group. The idea behind launching the brand was to introduce something that holds full capacity matching the expectations New Age consumers. “I wanted to utilise my 14 to 15 years of experience working in this industry,” sums up Devra.