Promart to focus on smaller stores in Tier II, III cities

Like many other companies, Promart, the discount apparel

retail chain has also decided to focus on launching small-size stores in Tier II and Tier III cities, where consumers are waking up to branded wear. Increased spending power, coupled with an increase in awareness levels have contributed to a growth of organised retail. And companies are putting in efforts to capture a pie of these booming markets.

As of now, these cities are yet to witness an upsurge of discount retail chains like Megamart (owned by Arvind), Loot, and Brand Factory (Future Group), which are largely present in cities. So Promart, which sells over 50 brands including Levi’s, Gini & Jony, Pepe and Wrangler, now has five stores, mainly in Gujarat, and one in Mumbai, would launch stores in these untapped regions.

While other chains offer discounts of 10-40 per cent, Promart offers 20-60 per cent. The company is also planning to rope in Bollywood personalities to promote the chain. The Rs 70 crores company intends to have 100 stores by the end of March 2013. It has firmed up plans and franchisees for stores in Maharashtra, Rajasthan, Uttar Pradesh, New Delhi and NCR.