Apple Eye’s Goals: EBOs, new products, venturing overseas

Sticthfab India’s kids’ wear brand Apple Eye aimed at boys in the age group one to five years and 6 to 16 years has introduced a new-born baby range in May last year. The new line includes shirts, tees, polos, trousers, cargos and jackets.

Commenting on the company’s plans, Varun More, Director, Stitchfab India says, “In 2013, we will have a range for girls, which would have fashion products including regular wear as well as occasion wear.” There will be American casual wear like dresses, T-shirts, shirts, denims and cargos. “We offer fashion products at Indian prices. Junior wear brands in India have a typical fashion approach. We have a technical tie-up with a Turkish company which supports us in design. And we have a company in London which gives us the season’s feedbacks and design concepts. So we spice up the design and head to the market. Our prices are value for money,” More adds.

The brand which will be entering its third festive season this year did not have a very good festive season last year. Reason: excise duty on branded clothes.” Excise duty killed the market. There was a yarn correction of 15 to 20 per cent but it’s stuck there. Because of the price rise, turnover has gone up, but the number of pieces has fallen,” he explains.

Apple Eye now has plans to venture into markets like Bangladesh, Sri Lanka, Nepal and Bhutan. “Children’s wear is a big market in these countries. They don’t buy on a consignment basis. They buy on a store basis. I supply under Apple Eye label, so it’s a local sale for me and then they export it,” explains More. In India, the brand’s collection is available in all states which include 150 cities and 450 MBOs. “This year we will be adding 40 to 50 MBOs. Last year we started with Central, we are also increasing our store count of Central this year. We are negotiating with Reliance. And next month, we will have a presentation for Shoppers Stop and Lifestyle. We plan to launch EBOs by 2013 and looking setting up at least five stores at a go with a carpet area of 1,000 to 1,200 sq. ft. These will be company managed. There will be one or two in Kolkata, Chennai, Hyderabad, and Bangalore,”’ More elaborates.

More says they are happy with the sales in the last one year and are looking for expansion in volumes at stores. “We are working on that than increasing stores and markets. We are looking for at least 35 to 40 per cent growth in two years before we launch our outlets and start sourcing accessories and footwear,” he sums up.