612 Ivy League to be complete lifestyle brand for kids

With three agendas on the mind, Indian Clothing League, retailers of kids' brands 612 Ivy League and Baby League, is all set to capture a bigger horizon. As Manu Indrayan, Managing Director says, “We are working on our three target plans. One,

is to make 612 Ivy League the number one lifestyle brand for preteen children in India. Second, to make Baby League the top of mind recall infant wear brand. Third, is to be a high quality supplier of school uniforms at affordable prices.”

In the first two years, they grew by 200 percent. Last year, sales growth was 70 percent and this year they expect 60 percent growth. “Right now our focus is reach and spread. We are increasing our production capacity. Infant wear brand, Baby League meant for kids up to two years is in the test phase. It offers T-shirts, jumpsuits, shorts, frocks and bottoms,” Indrayan informs.

Launched three years back, citing a gap in the preteen category 612 Ivy League was instantly noticed. “We have a textile background and are also increasing our production capacity. Our production is based in Ludhiana, have just constructed a new factory there. It will enable us to make 75,000 garments a month,” Indrayan adds.

For the SS ’13, the brand’s range consists of Speedomania – for racing enthusiasts, League champs – sporty look, My World, my rules – for boys with an attitude and Candy pop – mix of colours, Garden party – flowery, My world, my rules – for girls. 612 Ivy League is a brand for preteens, that is, six to 12 year olds. Commenting on the product portfolio, Indrayan says, “We cater to both boys and girls. We have round neck tees, collar tees, shirts, denims, Jamaicans, sweat shirts, track suits, jackets, and sweaters.”

On the retail front, besides Shoppers Stop, the brand is at 78 Reliance Trends stores. “We are in Maya by Gitanjali, Little Champs, Prateek Lifestyle and Sohum. In all we are in some 155 retail points. The brand also retails through popular online stores like Jabong, Snapdeal, Fashionara and Hoopos. We also have own online sales through 612ivyleague.com,” Indrayan informs, “We will expand within these chains and also add chains like Central, Lifestyle. Right now we have two EBOs, one in Chandigarh and one in Ludhiana.”

He believes in five years time, kids' wear will be driven by organized retail. This is not to say unorganized retail will vanish. It will continue to play a role. “Private labels are filling the void left by other brands. Big retailers have some investment flexibility at their disposal and find it easier to get into some categories than a normal start-up. Apparel is a complex business consisting of design, manufacturing, and retailing,” Indrayan sums up.