Kids’ wear, the new addition in Crimsoune Club's range

With a retail turnover of Rs 220 crores last year, Crimsoune Club targets Rs 300 crores this year. Also on the company’s agenda is the of launch kids’ wear.

Kids wear the new addition

“For children we will focus on micro fashion. We will have eight to nine size options. The clothing will be a miniature of adult wear. We will cater to boys and girls of 6 to 16 years age. For boys we will have shirts, denims, casual trousers, T-shirts, jackets, hoodies, sweat shirts and pullovers and for girls, we will have skirts, denims, tunics, tees and fashion tops. Once we have 50 EBOs, we will look at women’s inner wear. This may take a couple of years,” informs Pankaj Aggarwal, Director, Mangla Apparels, parent company of Crimsoune Club.

Nearly 50 percent of the company’s range is for men and 50 percent for women. For men, it has lounge wear, shirts, denims, tees, shorts, cargos, trousers, jackets, sweat shirts, pullovers, hoodies, waist coats and blazers. For women, the line includes woven blouses, tunics, long tops, denim, leggings, jeggings, shorts, T-shirts, pullovers, knitted tunics, bomber jackets, parkas, blazers, trench coats and regular jackets.

“We have good fits and Lycra fabrics are used for narrow fits. Our washes are subtle. There are organic denim fabrics as well as cotton blend fabrics. With trousers one tends to experiment with new brands but they are very choosy when it comes to buying a denim brand. They want the right fit, look according to their body size and shape and they stick to the brand. Brand loyalty in denim is very high. Denim has a very long life. Nobody discards denim because it’s worn out. In fact it gets better with use,” avers Aggarwal. He says women’s denim has more silhouettes, styles and options and if men are particular about fit, women are even more particular about it. So the brand has four fits for men, it has nine to ten for women.

“We are more into trousers,” says Aggarwal adding, “We use linens, corduroys, structures and Lycra fabrics, coatings and double sided fabrics. We have narrow fit, straight fit and relaxed fit under the category. Our bottom wear has 50 per cent trousers, 30 per cent denim and 20 per cent consists of lounge wear, cargos and shorts. Shorts have become fashionable. We have Jamaican fits in shorts.”

More EBOs in Mumbai and Delhi

The range is retailed through major retail chains and large formats. It has 2,400 MBOs in India in 500 cities. Elaborating on the retail presence, Aggarwal says, “We have 24 distributors and 15 EBOs. These are in five cities. In Mumbai we have four EBOs, three in Bhubaneshwar, two in Guwahati, three in Patna and two in New Delhi. Mumbai and Delhi will have more EBOs. Mumbai will have five more and Delhi will have eight stores. By March 2015 we will have 30 EBOs.”

Offering smart casuals, the company opened another manufacturing unit in New Delhi to cater to the rising demand. It currently has three factories, also in Delhi, which together produce 6,000 pieces a day. The new facility would add another 5,000 garments a day.