612 Ivy League to push up store count to 20

612 Ivy League, promoted by Indian Clothing League, is planning to add more exclusive stores. It plans to push up the number of EBOs from 12 to 20 in the next two months. The brand is targeting more MBOs in Delhi NCR and Northeastern region. At the moment 612 Ivy League is available

through 335 points of sale across 95 cities in the country.

Spreading its retail footprint

“We want to spread ourselves as far as Assam and Kolkata as we see a lot of opportunities in these places. Since we have a good product mix for the season, it should work out well for us,” says Manu Indrayan, Managing Director, 612 Ivy League. He adds, “I foresee substantial growth for Autumn/Winter range in terms of scale from existing stores.” 612 Ivy League is a brand catering to kids in the age group 3 to 14 years.

Since Diwali is in October this year, many brands plan to introduce their festival range earlier. That’s one change Indrayan says he is witnessing compared to last year. Since winter wear is sold along with festive wear, this time the sales will happen post Diwali. “We will have enough time to showcase both the range. This is a positive sign,” explains Indrayan.

New offerings for A/W

The brand is known for its functional, smart and casual clothing, it is coming up with a range with deeper and brighter corduroys, silks, satins, cottons and basics. The A/W collection has a lot of printed corduroys, tunic and two-piece dresses to give a functional look to girls. The colour palette has a plethora of corals along with basic winter colours like red, brown, grey and black. There will be a lot of long coats and causal jackets in funky fabrics. Photo prints will be introduced in girls’ tops while the boys’ collection will have an English classic look with checked shirts and jackets. “We are coming up with our own version of Nehru jackets and basic colourful T-shirts. Cotton twills have been used abundantly and the range of denims has been given a new look,” shares Indrayan.

Indian Clothing League has another brand called Baby League for infants 0 to 3 years. Baby League apparels are available in 205 points of sale and aims to be Rs 100-crores brand in the next two years. In Baby League too, prominence is given to tunics, full sleeve T-shirts and Nehru jackets with colourful pants.

Chandigarh-based kids’ wear brand 612 Ivy League was founded in 2008 and is the first Indian brand for pre-teens. It has been adjudged India’s top kids’ wear brand and is currently available in 95 cities in as many as 335 points of sale besides 12 EBOs. The brand is retailed through chains like Shoppers Stop, Reliance Trends, Maya across the country.

Apart from store presence, the brand has a focused ecommerce platform. They have been successful in expanding their online presence through Jabong, Snapdeal, Amazon, Myntra, ebay, Flipkart et al. “In the last few years, ecommerce has grown and the user base has increased. The acceptability of online apparels is quite good and the traction and growth will continue in the coming months. We foresee good business in the upcoming season,” says Indrayan.