Cantabil to initiate own web-selling

Apparel manufacturer and retailer Cantabil has revealed its plans of exploring online retail with major existing players. The brand, with close to 140 exclusive brand outlets (EBOs), also intends to initiate its own web-selling.

Betting on online retail

Speaking about their online retail plans, Deepak Bansal, Director, Cantabil Retail India says, “As of now we don’t hav

e MBO and LFS presence. Since e-commerce is the future, we are planning to start with our own e-commerce site.” He believes the domestic market has responded positively to international brands and during end of season sales, customers have more penchant for international brands. However, Cantabil’s business has not been impacted by this mindset. “We have a loyal customer base and our sales are growing,” Bansal avers.

He explains that the advent of foreign players has actually been a blessing in disguise for Indian brands as there is a learning process for them. The Indian brands are motivated to perform better. Though Cantabil has over the years upgraded its stores, other brands that did not score high in consumer’s perception have actually wilted under pressure.

Cantabil anticipates a growth of 20-25 percent from the forthcoming season in bookings and sales and has a well-planned collection to meet demand.

Offerings for the new season

For the first time, interalia, knitted blazers and over-dyed smart casual trousers have been included in the collection. Neon ladies pullovers and printed tunics are another new addition. Men’s innerwear, loungewear and accessories have been introduced under the name ‘Kaneston’. A tie collection has especially been developed for the winter season along with ankle length socks. Unique ‘pocket squares’ for suits and blazers are also being introduced for the first time under Kaneston.

Bansal points out that since today’s customer are brand conscious the unbranded segment is feeling the pressure. He feels that the lesser known brands need to create an aspirational aura around themselves or perhaps expand in Tier II and III cities where their receptivity is more, as the small towns are still not ready for big players. “Small towns are more drawn towards good national brands. With the opening up of FDI, a lot of global brands will come into India. Therefore, it is time for domestic brands to be ready for expansion and competition,” opines Bansal.

Cantabil’s product portfolio comprises men’s and ladies formals and smart casuals, innerwear and accessories that are marketed under the sub-brand Kaneston. With a turnover of Rs 110 crores, Cantabil plans to expand in the existing markets and aims for Rs 140 crores in 2014-15.