Gron Stockholm to spread wings in India

European organic kids wear brand Gron Stockholm

is planning to spread its India presence by opening about 25 stores by the end of next financial year. Gron Stockholm is currently sold in India through three outlets, two in Delhi and one in Gurgaon. Apart from offline stores and its own website, the brand will also team up with e-commerce portals like Fashionandyou.com.

The company is looking at investing about Rs 10 crores to set up the exclusive stores and each store will be spread across 500-600 sq. ft. It operates in the premium segment and has apparels priced between Rs 800 and Rs 3,000 for kids up to the age of 10. As per Deepak Agarwal, CEO, Gron Stockholm India says India is the largest producer of organic cotton. However, a chunk of it is exported. “We used to export to the US and European markets as finished garments for international labels. When we entered India, there was hardly any awareness about organic wear. But the demand is growing significantly,” Agarwal says. Its in-house brands include Geggamoja, Mijn, Bamboo Baby and Grön. The brand products will be manufactured in India by the company’s Indian partner Taj Needle Crafts, at the Agra unit.

According to an Assocham study, the kids market is growing at a compound annual growth rate (CAGR) of about 20 per cent and is likely to reach Rs 80,000 crores by 2015 from the existing Rs 38,000 crores.