BonOrganik making inroads with e-retail, MBOs, EBOs

BonOrganik, the new kids’ brand is aiming for 50 percent growth this year, thereby boosting its turnover, which is Rs 1.5 crore as of now. It offers both organic and non organic lines for kids in the age 0-14 years. “We thrive on sustainability, apart from

having a dedicated organic apparels range, we also make sure to follow sustainable practices from manufacturing to packaging and final supply. It took us a year to study this market and build internal processes to provide end consumers with world-class apparels at competitive prices,” say co-founders Niharika and Puneet Verma. The company has now chalked out a detailed retail expansion plan.

Product and retail growth

plans

The brand has rolled out a line of boys’ shirts, T-shirts and bottom wear for A/W ’13. The collection named ‘Urban Explorer’ has a modern, casual utility look with a classic touch, brought to life by heavy knits, wool, leather and tweed. Elaborating on the range, Verma says, “We have launched coloured chinos, sweat shirts, T-shirts, polos, joggers, night wear, trousers, shirts and cool hoodies for the season. The shades are brighter, with bold prints and little detailing.”

As a part of its product expansion plans, the brand is working on several signature washes without the use of chemicals. Also on the anvil is a 100 percent organic cotton lines. The brand aims to change the perception that organic boring and without embellishments. “Casual and sportswear is the way to go. We are concentrating on them and creating as much differentiation as possible amongst other brands in the same space,” adds Verma.

BonOrganik aims at primarily being an e-commerce brand. However, it plans to venture out with its own stores by Spring/Summer ’14. “Our first retail store will be in Bangalore followed by launches in other metros. However, we will have a presence in MBOs by December this year,” Verma explains.

To begin with, it will focus on making its collection available on all major e-commerce platforms. This will be completed by November 2013. Then, it will launch its own online platform by January 2014, followed by establishing an MBO presence across India. In the final leg of retail expansion, the company will open its exclusive stores.

On retail plans Verma explains, “We want to explore newer markets in India but are working on relatively new formats to sell through brick and mortar to not burden the end consumer with additional prices. The kids’ apparel market has a lot of underutilized potential not only in design but also in reach. We have the right team to plug the gaps,” sums up Verma.