Sharad Madan buys over Adams

UK-based, kidswear brand, Adams has been bought over by Sharad Madan, an Indian entrepreneur

who is also involved in the apparel industry for over 25 years. Madan’s existing businesses include a London-based design studio and manufacturing sourcing offices in India, China and Bangladesh. He is committed to expanding the retail operations in UK and internationally through its franchise partners. In fact, the brand plans to increase its presence in the Indian market though the franchisee route. The brand already has a presence in Delhi and Mumbai and has plans to open 50 new stores in India over the next 18-months.

Meanwhile, in India Adams is reworking on its pricing to score over its competitors Gini & Jony and Benetton Kids, which are strong players in this segment. Adams is 30 to 35 per cent more expensive than its competitors. Almost 40 per cent of the line of products would undergo a price revision and the brand is aiming at a 4 to 5 per cent reduction. This price reduction is aimed at bringing the brand’s pricing in line with market trends and at introducing a certain amount of rationalization in the price structure.  

Adams has 10 stores in cities such as Mumbai, Ahmedabad, Delhi, Bangalore and Hyderabad. It plans to open 50 new stores over the next 18-month period. However the expansion is restricted to metros. The plan for Tier II cities will be put on hold till the time the pricing strategy is resolved. Adams is a premium fashion retailer in the UK for children up to 10 years, offering casuals, partywear, accessories and baby essentials. In India its products are priced from Rs 595 to Rs 1,595.