Sin Jeans plans retail expansion, to introduce EBOs

With a significant expansion in 150 large format stores (LFS) and about 700 MBOs, Sin Jeans is set to go the EBO way. Also, the company plans to expand in northern and western markets. The company plans to open at least 12 EBOs this financial year since this is the only format it is not present in yet. The EBOs are planned in cities such as Mumbai, Delhi, Kochi, Bengaluru and Chandigarh. Two stores are planned for Mumbai and about six for Delhi region. “EBOs are the focussed retail channels currently. We will take this expansion on a priority basis. MBOs and large format retail is already strong with us. EBO is a kind of channel that every brand – whether it is aspiring or established – would want to get strong in. We may add 100 odd MBOs in north this year,” remarks Amol Patre, Brand Manager, Sin Jeans.

Online share on the rise

The company sells products online through Flipkart, Myantra, Snapdeal, etc, and some tie-ups are in the pipeline, such as with Jabong. Online makes up 30 per cent of total business, rest is done through offline retail. The share of online is obviously rising organically. “Of course, with online channels, there are issues such as discounts sales but we have that format in MBOs as well. MBOs too are struggling with the same challenge. Online has a dark side but that does not undermine the importance and contribution of this channel. It helps increasing reach to the consumer at an affordable cost. Discounts sales are obviously not good. The trend of sales has seen a considerable growth in the last couple of years. But we are smart enough to deal with such things. We are a brand, which does not offer much discount sales,” explains Patre.

Gauging consumers’ buying trends

Understanding consumer buying behaviour is a complicated process. Elaborating on the same, “It was when we launched our brand and it still is when we have spent fair amount of time in the market. All we do is just adopt ourselves to changes. We are going with the flow. People are aware of current trends and you have to satisfy them with your offering.”

The company has a wide range of products such as shirts, T-shirts, denim, trousers, jackets, etc. Shirts are the most popular category for the company. Now it is focusing on denim bottom wear. “We have a 100 percent cotton range and the focus has always been on the quality of fabrics and its stretchability. We do linen shirts also. We have plains, check, stripes and prints in shirts. But majorly prints are in. In denim, we have different washes,” says Patre.

Highlighting innovations for this season, Patre says, “We are a brand, known for delivering innovative products. We introduced UV wash, anti-mosquito wash, stain repellent, body temperature control, in shirts and stubborn black (doesn’t wash away till 25 washes) and Quick Dry denims. This season we have introduced aloe vera wash in our shirts’ collection.”