Vans opens a store at Infiniti Mall in Mumbai

Vans, the American manufacturer of shoes, clothes and accessories has opened doors to a new store at Infiniti Mall in Mumbai, spread across 600 sq. ft. The store offers a variety of products ranging from T-shirts, hoodies, socks, hats and backpacks for men, women and kids.

An off-the-wall original since 1966, the Vans creates footwear, apparels and accessories for skate, surf and snowboarders the world over. Originally a skateboard shoe company based in California, has over the years broad-based its positioning as a youth brand.

In India, the company sees Vans competing with brands like Converse. But it will not occupy the mass positioning like Reebok. Instead, VF says it will step up awareness of the brand through specific consumer promotion and events. The company plans to expand the distribution of Vans through franchisee stores and specialty lifestyle retailers in the future.