Frod plans aggressive retail expansion this year

Wanting to focus on innovations in its existing product line and also to expand its retail footprint, Frod the brand from Parin Clothiers is looking at venturing into online retail this year. “We have achieved a turnover of Rs 20 crores and are eyeing 50 percent growth this season,” says Parin Anil

Shah, Director of Parin Clothiers, adding, “Our main focus is on the domestic market. Even international players are trying to establish footprint here. There is huge potential within India.”

Focus

on brand building

The men’s wear brand offers a range of jeans, trousers, casual trousers and casual shirts. “We are gradually growing. Our collection is for the young consumer who is fashion conscious and wants to explore new horizons in dressing. We want to innovate in the existing product portfolio and give our best service to our clients,” opines Shah.

For Spring/Summer ’14, denim has cross pockets in 8-11 ounce fabric along with five pocket jeans in 13 ounce fabric. Shah says, slim and narrow fits are popular in bottom wear. “However, we have tried experimenting with boot cuts which we think will catch up in as a new trend. We have given lot of earthy tones in our colour palette in casual trousers. The trend of neon and bright colours is no more visible in the market. The trend is more towards a clean looking garment,” he explains.

Exploring new retail destinations

With a production capacity of 30,000 pieces per month, the company recently established a new unit in Mumbai, which has enabled them to increase capacity. “We are in 700 MBOs in Delhi, Uttar Pradesh, Haryana, West Bengal, Gujarat, Maharashtra, Tamil Nadu, Andhra Pradesh, Bihar and Punjab. We have entered Madhya Pradesh and Chhattisgarh as well. Orissa and Assam are next on our radar, which we plan to cover in 2014. We also have plans to open our own EBOs starting with Mumbai in 2015.”

Though the company is not into exports, it supplies to the Middle East. This year, it will start the online retail through third party route and launch its own portal.

The company commenced operations in 1996 with a small unit. And now it has created a strong market presence.