Add Ons spreading its retail footprint across India

Add Ons, the first home grown accessories brand in India is registering phenomenal growth in online sales. Explaining the success Ashish Saboo, MD & CEO, Add Ons, says: “We have a presence in all leading e-commerce portals including Flipkart, Myntra and Jabong. We are witnessing almost 50 percent

growth month-on-month from online sales. It is probably because the entry price for an accessory is small which a consumer does not hesitate to pay online. In fact, except footwear, all our categories from hair accessories to handbags are doing well in online.”

Targeting

the fashion conscious women

Launched in 2008, Add Ons has been successfully tapping the growing organized retail market for accessories in India. Talking about the potential of organized retail accessory brand Saboo says: “Primarily the accessory market has been unorganized, however, this challenge helps us grow as a successful brand in this space. When it comes to unorganized suppliers, large format stores or the organized retail chains do not have any control over quality or design of products. At times, they are not consistent also. Whereas in case of an accessory brand they can be sure of the quality, design and supply. Moreover with customer mindset changing they are appreciating the design and quality provided in an organized retail space."

For Add Ons the unique selling proposition is its design concept. The brand boasts of selling a concept look rather than a single piece. “If you come to our store, you would get a complete look. If you want a gypsy look, we would give you a hair accessory to handbag to co-ordinated to create the look,” says Saboo. The brand’s product portfolio includes a complete range of accessories comprising of hair accessories, bags, footwear, jewellery. Bags and footwear is the highest selling category followed by costume jewellery priced between Rs 99 to Rs 3,999. The brand’s target audience is typically between 22 to 32 years. “Instead of teen college goers, we are looking at girls in their graduation or university or young entry level in corporate executives,” says Saboo.

The brand already has 100 sales counters which includes 40 EBOs and 40 shop-in-shops. Apart from that Add Ons is also supplying to large format stores. It's planning to expand network further and has chalked out a retail expansion plan of 500 sales counters by 2017. By the end of 2013-14 fiscal, it plans to make a mark with 175 sales points. The expansion strategy also includes large format stores. For its exclusive stores Add Ons has a format of 300 square feet which will be strategically located in malls and high streets. Elaborating on his concept Saboo says: “The accessories category is an impulsive buying category. Therefore, the location is the most important factor in deciding the success of the store. We have created a warm, bright and open look for our stores.”