Deal Jeans will woo customers with 20 more EBOs this fiscal

It’s been a great innings for homegrown denim brand Deal Jeans. Specialists in women’s and kids’ wear, Deal Jeans has been offering a wide variety in denim to women and girls for the last 13 years. Every year, the brand introduces new colours and fabrics. For the forthcoming season, Deal Jeans is introducing more lace work, funky patches, quirky bling and geometric print collection. And more importantly, the company is planning to expand to Tier II and III cities. It will also have 20 EBOs in the present financial year.

Multi retail, not discounts, works best

Deal Jeans believes in being available at various retail channels. So, it’s present at MBOs, EBOs, large formats and online shopping portals. “All these channels are essential for growth. Customers benefit as through these channels a wide variety of people are reached,” says Sameer Patel, CEO. To deliver something that is unique and contemporary can be a challenge for a retailer and that is why multi retail works best. Many companies believe that offering discounts to customers may be a good way of wooing them. But Deals Jeans doesn’t think heavy discounting is a good option, especially for kids’ wear. However, it is necessary to stay in the highly competitive world of retail.

Unorganised versus organised market

It’s only in India and China that unorganised retailing flourishes. Deal Jeans kids’ wear is available in both organised and unorganised market, with a large part present in unorganised markets. This is because its reach is wide. However, kids’ wear market has a huge potential in the organised sector. “Kids’ wear is primarily driven by unorganised fashion players but it helps to raise demand and brand awareness which creates opportunity for the organised market,” opines Patel.

Deal Jeans started its kids’ segment in 2008 and caters to girls in the age group 6-16 years. The brand, a retail venture of Deal Global Fashions, was started in 2000 by Patel. It started as a shirt wear brand for women and later shifted to bottoms. It was much later that the company ventured into denim, when in 2003, it became the first brand to launch denim jeans for women only. After success here, the brand launched tops and dresses for women. Today, the brand has 14 different categories for women such as denim dresses, dungarees, jeggings, jackets, jumpsuits, skirts, shirts, sweatshirts, tops, trousers and tunics.

Deal Jeans is present across 1,200 MBO stores across India. The brand is also present at Shoppers Stop, Central, Globus and other leading LFS counters. Online it is present on Myntra, Shoppers Stop, Amazon, Abof and Snapdeal. Its kids’ wear is not available online. Deal Jeans is looking forward to higher sales and a wider variety of products as it expands its reach. For the brand conscious customer, it is essential for retailers to keep offering a wide choice.