Brown Bows pegs growth through the ecommerce route

Retail

Brown Bows collection for boys was launched a few months ago. “It exclusively caters to boys. We are targeting e-commerce for retailing Brown Bows products through our own web platform Brownbows.com and third party platforms like Amazon,” says Vidhi Seth, Founder, Brown Bows. The company is also in talks with other ecommerce platforms to establish presence.

Spreading retail network top priority

Seth feels the category they are in is already well received, and their brand is being appreciated “it is because we are doing complete justice to it considering this is the only segment we plan to be in. Sales are good, and exhibitions elicited good response for the range. Online business is also encouraging in terms of sale because the product is easily available to them,” avers Seth.

While the focus is on online retailing at the moment, the company will expand into other retail formats like large stores. However, the approach will be selective and not blind expansion. The company would concentrate on kids’ based retail points for expansion. “We want to create an identity and do not want to get lost in the crowd. Initially, we will look for a presence in metros and then move to Tier II and III cities since they hold good potential,” Seth says.

Keeping boys in focus

Seth says “The inspiration behind starting my own line was my son. Whenever we travel abroad, we see boys well dressed with lots of accessories on dresses. In India, there are so many things for girls but for boys, there is limited choice. We are in the process of changing that trend and perception. Why should boys not have some accessories in their dresses? Parents are also taking interest in boys’ clothes and this is encouraging,” opines Seth elaborating on the reasons behind launching Brown Bows.

The collection is contemporary, fashionable, youthful and comfortable. The line includes functional jackets for summer and winter as well as shirts, T-shirts, shorts and pants. “We do not target any specific category as we believe that majority of people love to spend on kids’ fashion,” she informs. The products are in skin-friendly and with mostly 100 per cent cotton. Even woolen fabrics used for the winter range go through a lot of refinement. The spring range is in light fabrics and bright colours.

Seth points out that the market is quite mixed. “It has a lot of potential and space for everybody to grow. There are people, who look for Rs 100 product and those who can afford clothing worth Rs 10,000. So there is nothing to be worried about. Everybody fits in comfortably,” she adds. The company is thinking of extending its offerings to 8 to 14 years, while adding accessories.

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