Monte Carlo to expand retail footprint in south India

Monte Carlo Fashions launched in 1984 by Oswal Woolen Mills, the flagship company of Nahar Group is present in almost all states and major cities through MBOs. However, since it has a small presence in Karnataka through EBO, the company now plans to expand in a big way in other Southern states and Mumbai. The aim is to open more brand stores.

“Monte Carlo has huge equity in winter wear and is perceived as a winter wear brand. This is both a strength as well as weakness. The biggest challenge is to create recall for non-winter products,” opines Mayank Jain, GM-Brand & Media, Monte Carlo, talking about the company’s brand building strategy.

Expanded product basket for all ages

Monte Carlo's product range varies from T-Shirts, shirts, linen shirts, denims, trousers, dresses, shorts, tunics, Bermudas, to sportswear and much more for men, women and tweens between 8-14 years age group. For Spring/Summer 2015, it came up with a contemporary, stylish, trendy and yet comfortable range.

“This season, Monte Carlo has introduced climate control denim, which adjusts temperature of according to the external climate. Under women’s collection, track suits in fresh colour shades, tone on tone and jacquard fabrics have been introduced. The collection also has Palazzo pants and georgette shorts,” explains Jain.

Besides Monte Carlo as a parent brand, the other brands from the company include Platine, a luxury brand for men, Alpha, for today’s confident urban women and Tweens Monte Carlo for wonder year children of 8-14 years.

Expanding footprint in the south

Monte Carlo’s products reach the end user through exclusive brand outlets, MBOs, large format stores and ecommerce. Monte Carlo is available through more than 217 EBOs, over 1,200 MBOs and large format stores like Pantaloons, Planet Fashion and Shoppers Stop. The share of earning from EBOs is 40 percent, MBO, 57 percent and large formats, 3 percent. “We have our own online shopping portal and are available on Myntra, Jabong, Amazon, Snapdeal and Flipkart,” informs Jain.

The company expects to close this fiscal with Rs 600 crores turnover. “We have been growing at the rate of 22-25 percent on year to year basis. We are confident of maintaining the same in future,” Jain avers.

The brand came into existence in 1984, when the Nahar Group, its parent company, started eyeing opportunities in readymade garment segment. In the last 30 years, it has grown to become a powerful brand that straddles the industry with its massive range of year-long clothing for the young, fashion-conscious upwardly mobile consumer.