Scullers: Premium casual brand eyes steady growth

Scullers, the premium casual brand is ready to tap the potential of Tier II cities. The brand believes style never goes out of fashion. It is aimed at men, women and kids who love to enjoy the good life. “Scullers, believes in life outside the cubicle and therefore, sees the casual segment as a promising one. Garments from Scullers depict effortless style at work,” says, Sujatha R Nandan, Chief Brand Manager, talking about the USP of products. Now the company aims to continue its growth momentum with a at least 30 percent growth annually.

Eyes rapid retail expansion

Mishra points out even though the share of metros is still large there is an emerging non-metro market with tremendous untapped potential. “Brand loyalty in non-metros is strong because there the potential customer is not spoilt for choice,” she explains.

Scullers has more than 150 touch points with more than 80 exclusive stores It is now ready for a big expansion in Tier II cities as well as airport retail. Commenting on the prospects of Indian market, Nandan says, “Aspects like understanding favourable demographics for expansion, constantly changing market trends and customer preferences, keeping the brick and mortar format viable with the emerging online war are keys to success.”

An assortment on offer

The product portfolio for men consists of shirts, chinos, cargos, denims, T-shirts, trousers, sweaters, jackets and accessories. For women, the brand has on offer, corporate clothing as well as casual clothing, which includes tops, shirts, chinos, dress pants, skirts, blazers, hoodies, jackets and accessories. For boys and girls in the age group of three to 12 years, the collection ranges from shirts, chinos, denims, T-shirts, trousers, sweaters and jackets for boys and tops, overalls, chinos, denims, skirts, hoodies, sweaters and jackets for girls.

The S/S collection for Scullers menswear range offers a line in pastels and bright shades. The pastels predominantly contain ocean blues in superfine slub fabrics, pure linen fabrics in space dyed designs. The bright colours are space dyed and superlite 80s fabrics. Chinos are available in 12 varieties. The T-shirts are also in pastels and bright shades under Scullers Sport banner. Jackets are available in overdyed twills, 100 percent linen and corduroys.

“Solids rule the roost this season with almost 50 percent of the options in shirts in double faced satins, luxury oxfords, superfine slubs/ocean blue poplins and twills in two-fold 80s yarn. In addition fil-a fils and dense poplins are offered in sun bathed colours under the Scullers Sport range. Prints form at least 10 percent of the range,” elaborates Nandan.