Pavers England plans to add 25 stores

Pavers England plans to expand its presence in India’s

premium footwear market by adding 25 exclusive franchise outlets by the end of 2011. Pavers England Ltd (PEL), a joint venture between UK-based Pavers Ltd and the Foresight Smart Ventures, a division of London-based Foresight Group, currently operates through 10 exclusive franchise stores and 90 concessions present across multi-brand outlets. The brand focus would be only on metros and Tier-I cities like Pune, Mumbai, Chennai, Bangalore, Hyderabad, Kolkata and Delhi to reach 250 points of sale by 2012.

Moreover PEL following its investment of Rs 45 crores to create premium brand awareness has committed another Rs 68 crores to develop its brand presence in India. It recently launched an e-store to extend reach and boost sales. PEL, chief executive officer and managing director, Utsav Seth says, they have 10 years of experience managing a successful e-store in Europe, www.shoe-shop.com, which sells more than a million pairs per annum. Inspired with its success, they have recently launched www.paversengland.com that assures delivery of footwear within seven days of purchase. No other brand gives this facility at the moment.

PEL, president and chairman, Stuart Pavers agrees, in India, the footwear industry will be the biggest market for the next decade. Hence, they have decided to invest in it and expand their operations in India. Their target is the top five per cent of the Indian population who have high income levels, about Rs 60,000 per month and are aware of the global trends. We have been good performers in most of our retail partners like Lifestyle, Shoppers Stop, Central and Reliance footprints, he adds.

PEL expects to post 145 per cent growth this financial year, making its turnover up to Rs 27 crores against last year’s Rs 11 crores. By 2013, the brand aims to grow 100 per cent and hence forth, their target is to grow 75 per cent annually. The company claims to provide high-quality grained leather and comfortable styling, priced at a point 20 per cent lower to any of its immediate competitors like ‘Hush Puppies’ of US-based ‘Wolverine’, Florsheim and Aldo brands.