Cupcake to expand girls’ product range

Kids brand Cupcake is planning to increase its product basket in the girl’s category. The brand launched in 2010 for girls and offers few products with a main focus on dresses. “We have romper sets but the main product is dresses. We cater to 0 to two-year-old (babies and, three to eight year old girls).

The products under the first two are casual and 100 percent cotton, whereas party wear is made using a variety of fabrics such as georgette, chiffon, silk, satin, nets and taffeta,” says Gautam Hirdaramani, Director, Cupcake, elaborating on the product offerings. The brand is now in its fourth year.

Product range under Cupcake

The prices of Cupcake’s baby range starts from Rs 495 to Rs 795, for girls, it is from Rs 895 to Rs 1,195 and party wear begins at Rs 1,195 and goes up to Rs 1,695. “Ours is a seasonal range. For Spring/Summer, we do less party wear while in Autumn/Winter we have a lot more party wear. We do different styles, accessories and trims. We create around 150 different styles in our party wear collection. For girls and babies, we do a different range,” explains Hirdarmani.

The brand is now planning to expand into denims for girls. As Hirdarmani says, “We are looking at offering everything in a girls’ wardrobe. So we are planning to do shirts and skirts.”

Retail presence

Cupcake collection is retailed in 12 states with distributors in all southern states. “We are in Karnataka, Andhra Pradesh, Kerala and Tamil Nadu and the entire Northeast and east including West Bengal, Jharkhand and Orissa. Cupcake is available at around 300 MBOs,” Hirdarmani explains.

The company has been exporting baby and children’s apparels for 38 years to Europe. The brand has been witnessing positive response from metros as well as Tier II and Tier III cities with its westernized product basket. “It’s an interesting segment to be as there are not many players while there is always demand for quality products,” sums up Hirdarmani.