Kolkata gets an Eteenz EBO

Eteenz, the value kid’s wear brand owned by Dhananjay Apparels, has launched its first exclusive brand outlet

at City Centre in Kolkata. The new store is spread over 400 sq. ft. that marks the brand`s entry into the booming kid’s wear segment. The store offers the complete Eteenz merchandise, including T-shirts, shirts, frocks and denims, for kids between two to 14 years. Keeping up with the brand’s philosophy of offering best quality products for the middle-class, the collection is priced between Rs 99 and Rs 599. The brand has the exclusive license of global kidswear icon ‘Popeye’. According to, Ansul Agarwal, MD, Eteenz, with Eteenz and Popeye, they want the consumer to get world-class quality, designs, comfort, fit and style at a price that everyone can afford. “In terms of quality, we are second to none,” says Ansul Agarwal.

To strengthen its market presence in the domestic kid’s wear retail space, the brand has an aggressive retail expansion plan for 2010-11. It plans to roll out at least 25 EBOs in Tier II and III cities. The company has established market presence through large format stores such as More, Reliance Trends, Coupons, Star Bazaar, Central and Ritu Wears. It also has good backend infrastructure to support its distribution plan. Equipped with state-of-the-art technology, the units produce 15,000 clothes per day. The company aims to reach a turnover of Rs 40 crores by the end of 2010-11.