Arvind rebrands 25 Megamart stores as ‘Unlimited’

Textiles major Arvind, which is now focusing on its brands and retail business for growth is trimming Megamart stores under the new brand identity, 'Unlimited'. The Ahmedabad-based firm has so far rebranded around 25 Megamart stores spread over 10,000 square foot each as ‘Unlimited’.

Arvind plans to retail premium brands under its fold such as Arrow and US Polo at Unlimited stores. But will focus more on mass-priced franchise brands such as Geoffrey Beene and Cherokee. The stores will mostly stock full priced merchandise with a focus on merchandise for women and kids wear.

In 2013, Megamart decided to change its business model by dropping the discount tag. The Bangalore-headquartered retail chain began witnessing a lull in its business during 2013-14 financial year, impacting margins and growth plans, which led them to restructure the business model. Megamart was paying excise duty on MRPs while consumers were paying much less under the discount model. This strategy was not working in favour of the firm.

Megamart began factory outlets 15 years ago selling brands such as Arrow, Flying Machine, Newport, Excalibur, which were either owned by Arvind or for which it had India rights. It developed into a 225-stores discount chain with over seven lakh sq. ft. retail space and added exclusive rights for international labels, including Cherokee and Jeffry Bean.