Rosebys, NTC team-up

Rosebys Interiors India, a home decor and lifestyle products group, will retail its home furnishing

products through a chain of stores belonging to the National Textile Corporation (NTC). Rosebys is a subsidiary of the Sanjay Dalmia-promoted GHCL. Around 90 NTC stores will be used by Rosebys, which will spend between Rs 30 to Rs 40 lakhs for converting each store. The partnership is for a period of nine years and will work on a revenue-sharing basis. Rosebys will convert the stores in two phases, over a year. In the first phase it will rebrand 50 NTC stores and the remaining will be done in the second phase.

Through the public-private partnership, Rosebys and NTC will tap the potential in Tier I and II cities to become a major player in the segment by next year. NTC will provide the material input from its modernized mills and Rosebys will be responsible for the creative value addition and marketing. It has outlined Rs 100 crores marketing spend over five years. The stores will have the entire range of Rosebys from bed sheets and bed covers to duvets made from fabrics provided by NTC’s looms. The stores will also stock products like vases, frames, cushions, lamps and candles. Rosebys has a presence in markets such as Punjab, Gujarat, Kolkata, Andhra Pradesh, Delhi-NCR, Karnataka, through 50 exclusive stores, 20 shop-in-shops and 30 other points of sales.