Angel Bells: new products and MBOs in ’13

Targeting organic growth of 15 to 20 per cent over the next two-three years, Angel Bells the brand from Feed Back Clothing also plans to add new products and reach out to new cities. Talking about the company’s plans for the brand, Ramnish and

Komal Aggarwal, Directors, Feed Back Clothing say, “We are planning to add stretchable tops for summer 2013. We will work on at least 25-30 styles. In summers, we are targeting youngsters for our T-shirts and will come up with slogan, design embroideries, a mix of prints in T-shirts. We also want to introduce polo necks for ladies in bright colours.”

On the retail front they say, “We are looking at regional large format stores like Biglife Ritu Wear, C&M. Our talks are in process and will soon start working with them. In summer, we want to start with the southern market which has been left out. We are expecting our MBO numbers to be double to 200 by next year with new additions in the south.” As of now, Angel Bells range is available with about 100 MBOs in Punjab, Delhi, Madhya Pradesh, Maharashtra and Gujarat.

The brand was launched in 2001 with ladies garments like lounge wear, T-shirts in summers, in the age group of 4 to 18 and for the upper age groups up to 50 years. “In T-shirts we have value packs with three T-shirts, which have different designs and colours. Then we have various designs in lounge wear catering to all age groups. We also offer different types of other garments like lowers, capris and pajama suits. For winters, we are specializing in the sweat shirts segment,” elaborates Aggarwal.

Before launching Angel Bells, the company catered to all segments that included- men’s, women’s and kids. Later, they came to a point when it decided to stick to a particular segment to ensure good growth. As Aggarwals say, “We knew that the men’s market was very crowded and saturated, so we thought that it will be a better to enter the women’s segment, which had a lot of vacuum that could be filled up by a good women’s brand.”