Replay Jacket plans online foray

Ludhiana-based Replay Square, makers of premium jackets, grew by 25-30 per cent last year and is now looking at increasing their profits season as well. Also, on the cards is a foray into retailing through online portals by tying up with Amazon among others. The jacket maker also makes for leading brands such as Raymond, Monte Carlo, Park Avenue and Aditya Birla among others and every year sees a 5-10 per cent increase in their sale.

Replay Square started making jackets in 1994 in Ludhiana. Once the jacket business grew, they started out in Delhi which helped them grow in the North. Now, they are present in 250-300 MBOs and present in colder regions. Earlier they were there in Mumbai and Madhya Pradesh but that didn’t work and so they moved from there. They make more than one lakh pieces annually.

Jackets a value for money

Replay Jackets are made with great emphasis on quality. The best cloth goes into the making of jackets and as such there is no compromise on the price. These are not extra warm jackets but warm enough to brave the cold in North India. Three layers are made: one layer has a lining of wool, another quilting and the third polythene. These are all sealed tight which makes them warm. Replay Jackets are made 60 per cent in cotton while 40 per cent in nylon. Nylon jackets are popular because they are handy, warm and lightweight. Bright colours are in though cotton always come in earthy colours. The look is sporty. Short jackets are more popular among the youth while long jackets are not in demand. Full sleeve jackets are evergreen. Replay Jacket’s designs are very international.

No competition really

R Kapoor, Director Jackets feel jackets have no competition with any other winter wear category. Even though sweatshirts are more in demand that is only because people are preferring them over sweaters. There has been, however, no decline in sales of jackets. Replay Jacket has seen 20 per cent growth year-on-year. In fact, the winter wear industry is growing good, there is more production than demand.

R Kapoor, Director, Replay Square, says, “I would request Prime Minister Narendra Modi to pay some attention to the state of domestic industry. For example, one brand has a showroom in a place but if three malls open in that same place, then will be three showrooms. This means that sales would be divided, thus leading to less profits. The condition of the market is very bad. Our simple theory is we should not face any loss.” However, Replay Square is certainly not making any loss. So far their revenue has been over Rs 9 crore and next year, Kapoor is confident that they will achieve Rs 10-11 crore.