After major revamp, Cantabil witnesses growth

Cantabil launched in the year 2000 an entire wardrobe range in formals, casuals and woolens. “Last year we grew by 25 percent and made a profit. This year we have grown by 20 percent. Our per square feet sales have doubled. During sale season, we give 50 percent discount. Our collection includes T-shirts, suits, blazers, woolen jackets and denims, among others,” states Vijay Bansal, CMD, Cantabil.

Major retail rejig to drive growth

The company has now improved its supply chain and the look of its stores. It has 150 EBOs at the moment against 300 earlier but according to Bansal with better product on offer, these 150 stores are contributing the same amount of business.

Talking about its earlier discount format, he said, “Ten years back, brands were doing business mainly through MBOs. Exclusive outlets were rare. Then came the era of discounted formats when discounts was the route for success. People lost sight of quality and focused on discounts. Customers became disillusioned and the industry faced a setback. There was a churn. And we were part of that. Now if your product is strong you are strong. The discount game is over.”

After a massive operational rejig the Delhi-based retailer has succeeded in pushing brand’s revival, focusing on limited store expansions and shedding its earlier model of offering heavy discounts all-round the year.

From men’s only to total wardrobe provider

With a collection of only formal and semi-formal shirts and trousers for men, subsequently, the company established its identity and expanded its portfolio to casuals and smart casuals not only for men, but also for the diverse segments of women and children.

Cantabil is admired by its target audience for the high quality of formal and casual apparels. It has distinctive Italian flair in design and style and offers a perfect fit, comfort and value.