Celio’s Indian rendezvous: more stores, local merchandize

Celio the hi-fashion French men’s apparel brand has launched two more stores in Mumbai at Colaba and Vashi (Inorbit Mall). Spread over 600 and 1,400 sq. ft. respectively, both the stores will showcase a wide array of apparels and accessories. In India, Celio has a 50:50 partnership

with the Future Group. Having opened their first location in December 2008, the brand has been growing from strength to strength in the past year. At the moment, they have 11 company-owned EBOs. Of these four standalone stores are in Mumbai alone, another four are in Delhi-NCR. Apart from this they are also present in Chennai’s Ampa Sky Walk and on Brigade Road and Mantra Mall in Bangalore. “Our financial year starts from February. We aspire to take the number of our EBOs to 25 by the end of the next financial year,” says Rajat Luthra, CEO, Celio Future Fashion.

“We don’t consider franchisees because we run the stores the way we want to,” he goes on to explain. Besides EBOs, they also have presence in another 47 points of sale across large formats like Pantaloons, Lifestyle and Central. From 47 the company is planning to take the number up to 70.

Luthra says inspite of being an international brand their strength is their pricing for India. “Our strategy is very clear. We are an international brand with an international merchandize. But unlike other international brands our strength is our pricing for the Indian market. Our prices are 25 to 30 per cent lower in India than what’s available outside. It’s not at the same price point as what it is in France for example.”

Despite having opened shop during the slowdown, the brand is very upbeat about this year. “We are planning to double the size of what we achieved last year. And if things continue the way they are going, the third year may look very different for the brand,” says Luthra optimistically.

In fact, they make lesser margins in India. A lot of merchandize is imported and some of it is made in India. “The business plan is that we will be making a lot of merchandize in India. When we started, it was 60:40 imported vs made in India. Last season it was 50:50. Going forward the ratio will be 40:60. We will be making more merchandize in India because we will be expanding,” Luthra says.

The brand has recently launched its spring/summer collection. It is a mix of contemporary classic, traveler, sporty street and glam rock. It has been designed keeping in mind the necessities of the customers, be it sportswear or denims. In fact, there is special focus on denims. Celio has an entire range of classic and smart Celio denim wear. Also, there are a bigger proportion of cargos compared to last season.