Garbo to expand footprint online and in metros

Kolkata-based brand Garbo, aimed at boys in the age group of 0 to 8 years since 1978, has unveiled its latest print-heavy Spring/Summer range. The range primarily is an assortment of light and bright colours. On the retail front, the company is also eyeing an expansion in metros and online retail.

“We have experimented with the fabrication process which include introduction of new designs and prints. Since this season prints are expected to be a hit among buyers, much energy has been invested on this aspect. A lot of emphasis was on increasing the fashion quotient of the product,” explains Radhe Shyam Kabra, Founder, Garbo .

Special collection for boys

The Garbo line consists of T-shirts, pants, baba suits, baby suits and rompers. The range consists of denim and non-denim products. The target audience for the brand is middle and upper middle class consumers comprising of working parents and buyers who seek value for money.

The reason why small players dominate the kids’ market, Kabra feels, is their flexible and adaptable approach towards the product they make. “Unorganised players change fashion quickly and keep unveiling new designs and styles as they are more aware of people’s choices and have developed strong relations over time with both buyers and retailers. Other factors like pricing parents’ hesitation against buying branded or expensive products as kids grow up fast, is an advantage to unorganised players. The consumption undoubtedly is higher in girls, they always have more choice of designs, dresses and fashion then boys’ the category is easy to handle,” says Kabra.

Expanding retail through online channels

The brand is mostly in MBOs and has a good presence across India. It is with retail chains such as Amarsons and Biglife Ritu Wears. Elaborating on its retail reach, Kabra says, “We have about 500 MBOs. We are not in Northeast and Jammu & Kashmir and trying to reach there. We are mostly in Tier II, III cities and have a remarkable presence in big cities as well. We are also in talks with some online players and plan to expand in metros.”

Last year, the company witnessed 5 percent growth and is targeting about 10 to 15 percent growth, this year. Metros, says Kabra, are already established markets not only for kids but adult wear too. “But Tier II, III cities hold good prospects because penetration is low, rentals are not as high, spending power is increasing and the buyer is brand conscious at par with their counterparts in big cities,” he sums up.