612 Ivy League to launch Baby League in select stores

Aiming to be a Rs 100 crores brand in the next two years, kids’ brand 612 Ivy League is planning to ramp up its pan India presence. Elaborating on their plans, Manu Indrayan, Managing Director, Indian Clothing League says, “We are expanding

the retail network for 612 Ivy League. The number of sales points will be increased from the existing 165 to 300 in the next two years. We are also planning to add 17 EBOs over the next two years.”

Further, the company plans to launch its brand Baby League’s Spring/Summer ’13 collection in select stores. It will then be carried across to all existing retail formats. Presently, the brand’s range is retailed through 165 sale counters along with five online channels. “The number of retail counters will increase to 200 by Spring/Summer’13. We have also tied up with three more online channels for e-commerce,” explains Indrayan.

The brand launched three years back citing a gap in the pre-teen category was instantly noticed within a short span. It is now looking at achieving set growth and retail targets. “We are increasing our production capacity. Our production is based in Ludhiana where we have constructed a new factory. This will enable us to make 75,000 garments per month,” Indrayan informs.

For the Spring/Summer ’13 season, the brand’s exciting 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 aimed at preteens six to 12 year olds. Commenting on the portfolio, Indrayan says, “We cater to both boys and girls and offer round neck and collar tees, shirts, denims, Jamaicans, sweat shirts, track suits, jackets, and sweaters.” The soon to be launched infant wear brand Baby League will be for kids up to two years. It will consist of T-shirts, jumpsuits, shorts, frocks and bottoms.

“Besides Shoppers Stop, we are in 78 Reliance Trends stores and at Maya by Gitanjali, Little Champs, Prateek Lifestyle and Sohum. In all, we are in some 155 retail points. In addition, we retail through popular online retailers like Jabong.com, Snapdeal.com, Fashionara.com and hoopos.com. We also have our own online sales through 612ivyleague.com,” states Indrayan. The brand has an equal mix between the north and the south, east and west. “We will expand within these chains and also add chains like Central and Lifestyle. Right now we have two EBOs, one in Chandigarh and one in Ludhiana,” Indrayan sums up.