Hoffmen diversifies portfolio, plans bigger retail spread

Hoffmen, one among India’s leading denim brands, has revealed its plans to enhance product portfolio and offer complete wardrobe solutions for young, fashionable men and women.

Varied collection for next season

For Autumn/Winter 2014, the brand will be launching a wide collection of suits, blazers, sweaters, cardigans and sweat shirts. Taking it further the brand plans to launch an exclusive line of accessories including designer shoes, belts and wallets for men.

Incepted in 1991, the brand had a humble beginning when it was known as ‘Essential Jeans’, now it has traversed the path to be a contemporary fashion denim wear brand ‘Hoffmen’. The brand’s product portfolio features primarily denims for men and women, cotton trousers, casual and semi casual shirts. The denim rage for men and women include basic and fashionable wear. Corduroys are one of the strongest selling products of the brand.

In the last five years the brand has introduced an extensive range of stylish and smart casual wear shirts for men and women. Featuring high quality yarn dyes, prints, plain twill, satin, the shirts range is priced from Rs 895 to 1,495 for men and Rs 995 to Rs 1,295 for women. Catering to an ever increasing consumer base looking for value for money, comfortable wardrobe solutions, Hoffmen brand offers T-shirts with variations like stripers, flat knits, jacquards, prints.

Looking southwards to grow

Apart from being a prominent brand in eastern India, Hoffmen has also made a mark in other regions of the country. The brand initially retailed through multi brand outlets and subsequently started supplying to EBOs. With the domestic market becoming more promising the brand is planning to expand its retail network further to cater to the increased consumer base. "Hoffmen has marched with the time to expand its presence and services across the nation and beyond, as well. We have a dream to be the strongest denim and casual wear brand in India. We plan to make our EBOs the transit point to expand to all metros, including Tier II and III cities to facilitate and be in touch directly with our aspiring customers," says Aayush Rungta, Managing Director, Hoffmen Fashions. The brand is in the process of setting up a customer loyalty and retention program to gain better insight of purchase patterns and preferences of customers. While, strengthening its pan India presence, Hoffmen is looking at consolidating its position in the southern India as a part of their expansion plan. The brand aims to have 100 EBOs in the next three years.

Hoffmen currently retails through 60 EBOs, 500 MBOs and almost 20 large format stores. The group turnover is pegged at around Rs 45 crores and its looking at a steady 15 percent growth annually.