Duke to open 50 EBOs in 2013

Focusing on the key strategy adding more shelf and retail space, Duke Fashions plans to foray into sportswear apart from exploring new export markets. Witnessing a steady 30 per cent growth over last five years, the company is now diversifying

into many segments to provide an endless range of products such as T-shirts, jackets, sweaters, sweatshirts, tracksuits, thermals, jogging suits, shirts, denims and trousers, value packs, lounge wear and accessories for men, women and kids. They also plan to open 50 EBOs in 2013.

Banking on the positive winter bookings, Kuntal Raj Jain, Director, Duke Fashions says, “We have been growing by 25 per cent for the last seven-eight years and that’s what we expect this year too. In certain regions like metros we have been hit by factors like recession, low consumer sentiment but B and C towns haven’t really been hit by the recession. Duke as such is a middle segment brand having a strong presence in Tier II, Tier III cities.”

The brand is established in all states through more than 300 EBOs and over 3,000 MBOs. With the help of its exhaustive advertising and promotional campaign, the company has entered the markets of UAE, Sri Lanka, Nepal, Bangladesh and Jeddah. The products are also exclusively placed at big chain stores like Reliance, Bharti –Wal-Mart, Metro, Spar, Coupon, Megamart, Carrefour and Central and e-commerce platforms such as Yebhi.com, Fashionandyou.com, Brand Factory and so on.

“By March 2013, we may have 50 more EBOs in Tier II, III cities. We are increasing our presence in metros primarily in the north and east. Right now, we are expanding in the south,” he avers. The brand has some 60 EBOs in Bihar. About 40 per cent of its sales come from EBOs and large formats contribute about 12 per cent. E-retailing has also begun adding to its overall sales.

The brand has introduced a lot of new designs with prints and embroidery and embellishments for the forthcoming winter. Jackets are witnessing a growth since it is both functional and need-based. “Sleeveless jackets and sleeveless sweaters are doing pretty well. In sweaters we have a lot of reversible pieces. There has been an upward movement in prices to the tune of 12 to 15 per cent. I expect prices to rise. Jacket fabrics are imported to a large extent. Apart from cotton, everything else is imported,” opines Jain.