USPL Group’s youth fashion brand, Wrogn, is looking to spread out across India with more EBOs. The brand plans to strengthen its store presence by increasing to 50 stores by 2018. Most of the expansion will focus on North Indian cities.

Of the 50 EBOs, 18-20 stores are to open by end of current fiscal. Focusing in North India, Wrogn’s upcoming stores will be scattered effectively in mixed locations of metros and Tier-I and II cities. USPL is also looking at opening exclusive brand outlets for Mistaken, the brand for women in line with Wrogn. Founded in September last year, Mistaken is available through shop in shops format in selected Shoppers Stop outlets.

As per sources, though the brand is not going beyond existent store design format, SISs are and will be effective extension of its exclusive outlets. Currently, Wrogn has 12 EBOs, of which 4 are in the fit-out stage and will open their doors soon.


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