Arvind to retail Children’s Place brand through Shoppers Stop

Arvind Lifestyle Brands, which has entered into a franchise agreement to sell merchandise of American kids’ wear brand The Children’s Place in India, has now tied-up with departmental store chain Shoppers Stop to open shop-in-shops at 10 of its stores. Arvind launched the first shop-in-shop of The Children's Place in a Shoppers Stop store in Mumbai on August 19.

This is for the first time that the US retailer has followed a shop-in-shop format anywhere in the world. The brand will introduce its entire product range for both girls and boys in India. For now, kids’ wear contributes 10 percent to Shoppers Stop's total revenues, which is witnessing a growth of 20 percent a year. With the launch of The Children’s Place shop-in-shops, Shoppers Stop now expects contribution to increase by 5 percent and the brand's contribution to grow to 2 percent.

Shoppers stop already retails other kids’ brands such as Mothercare and Gini & Jiny, among others. Arvind has also partnered with Hopscotch, a specialty online store for kids, to retail The Children's Place merchandise online.