Classic Polo: Aims to be Rs 200 cr brand in 2-3 years

With the consolidating of its position as a leading men's wear brand, Classic Polo plans to increase its store count to 100 and explore upcoming Tier II and Tier III towns. As Usha Periasamy, VP Operations and Brand Head, Royal

Classic Group (Classic Polo) explains, “The entire industry is expanding and our brand is also a part of the same wave. Innovative collections with higher MRPs can be expected from Classic Polo in 2012-13. The company will also invest and explore options to expand and diversify to reach Rs 200 crores mark in the next 2-3 years.” As a part of its product expansion plan, it added lounge wear to its range and now plans to add sportswear to its portfolio in 2012-13.

The parent company Royal Classic Group (RCG) is dedicated to living the spirit of the young Indian's dream. It is one of the largest manufacturers of men’s apparel and caters to both the domestic and exports markets. Exports constitute 60 per cent of the group’s turnover. The group has three major divisions and two brands: Classic Polo and Smash. Classic Polo is a Rs 70 crores brand, sold in 50 cities, through 4,000 outlets apart from the 45 mono-brand outlets and 25 upscale speciality stores and retail chains. The south contributes to more than 50 per cent of the brand’s business. Periasamy says “To meet the market and target groups demand, the brand is regularly introducing innovative designs, washes, products and technologies to stay ahead of competition. Fluxon technology is new for spring/summer ’12. With it the product’s freshness is not lost till the last wash. The garment is soft on skin, supple to feel and comfortable to wear.”

E-commerce is also a strong retailing angle for the brand. It has been in e-commerce for the past 4-5 years. In fact, in the last 12 months it has become more aggressive on the e-retailing platform and in next two years they are looking at clocking in 7-10 per cent of the business of the total through this vertical.

In 2011, the brand re-defined its logo and aligned it with its current identity of being younger and stylish. The aim is to woo the urban youth between 20 to 35 years with its fashionable and stylized merchandise. And apart from selling through e-commerce platform the brand also supplies to clients in Dubai and Singapore.