Blumerq to introduce accessories spread retail reach

Blumerq the brand from Blue Mercury Apparel is aiming to touch Rs 250 million turnovers in the next two to three years. The company is looking at achieving this by expanding its retail presence in untapped states and adding new categories like accessories apart from strengthening its casual trousers

range.

“Our success is based on thorough research and understanding of the target market. Maintaining an affordable price range, we have introduced products with high fashion quotient and quality. Using innovative brand promotions like ‘Try, Click & Share’, we have been working towards interactive brand visibility with great success,” opines L Joseph Muthaiyan, CEO, Blue Mercury Apparels.

Strengthening product range

Blumerq was launched after identifying the need for hi fashion casual men’s wear in the Indian market. Catering to the upper mid and mid segments, the brand has launched a range which consists of casual shirts, T-shirts, Polos, casual trousers, denims and other seasonal lines like sweat shirts and shorts.

For Spring/Summer ’14, the collection is colourful with flashes of yellow and lime green, cooled by the blues. The story of this season is based on digital aesthetics and sensuous nature, with a twist of an interesting interplay of colours. Elaborating on the offerings, Muthaiyan says, “Woven and knits collection is offered in various washes ranging from tie & dye to colour sprays giving it a vintage look yet light summer feel. Our casual bottoms are colourful this summer, from flaming brick red to the ever aqua green. We are introducing new trendy fits that will give an added edge. We also have summer cargos in light weight slub and blotch cottons. Apart from these, our basic line of polos come in myriad of colours.”

The brand is now focusing on demand based expansion strategies. After receiving a positive response to its casual trousers range and Blumerq is introducing innovations under this category, like canvas fabrics, cotton slubs etc. Plans are also afoot to introduce different accessories like leather belts, wallets, wrist bands under the brand portfolio.

Spreading retail

Blumerq is available in 15 EBOs, 300 MBOs and about 10 online retail websites. EBOs form around 50 per cent of the total earnings, with the other 50 per cent contributed by MBOs and online retail. “We have a strong presence in the east and south India and are now planning aggressive expansions towards north and west, to ensure a pan India presence. We are penetrating Tier II, III cities as well, along with metros,” explains Muthaiyan.

He sums up by saying, “The journey has been challenging, fruitful and productive. We have spread our presence nationwide and established the brand Blumerq.”