Duke’s expansion drive: New products, newer markets

Aiming to achieve Rs 300 crores turnover in the next 2-3 years, Duke Fashions now plans to foray into new segments like sportswear and kidswear. The brand that has seen a positive growth track since its inception in 1966, is looking to add new lines

to establish its leadership position. Elaborates Kuntal Raj Jain, Director, Duke Fashions, “Under our expansion drive, we plan to foray into sportswear, kidswear and institutional and export sales in a big way. We are exploring new ways of organized retail and introducing new products like accessories so that additional shelf space can be generated. We are also focusing on Tier II, III and IV cities as these are the upcoming growth areas.”

The company aims to build upon it 35 per cent growth by investing in retail up-gradation and IT solutions. To achieve an in-depth penetration into untapped markets, it is appointing district distributors for their core range like basic T-shirts, value packs and thermals apart from establishing a vertical woven line for capturing the knits market. Today, Duke boasts of a vertically integrated garment manufacturing plant, with knitting, dyeing, processing, finishing, mercerizing, compacting, embroidery and printing under one roof. The huge product portfolio comprises of T-shirts, lowers, bermuda pants, value packs, shirts, denims, trousers, lounge wear, jackets, sweaters, tracksuits, sweatshirts and thermals.

“Our target age group is 13 years onward. Today’s youth look for trendy and stylish range that is in sync with international designs, fashions and quality and that’s what we have on offer,” expresses Jain. The festive/winter collection also has T-shirts, jackets, sweaters, tracksuits, thermals, sweatshirts, shirts, trousers, denims and accessories suiting the mood and season. Duke Fashions is aiming for Rs 200 crores turnover this fiscal. It is retailed through 265 EBOs, 3,000 MBOs and 14 large format stores.

Duke is a value for money brand with internationally inspired designs and fabrics. “This helps us beat stiff competition. The trends in vogue are short styles, checks, embroidery, with elegant embellishments and trendy patterns. We work entirely on market feedback,” adds Jain. According to him, the shirt market is divided as: super premium, premium, upper mid (Rs 1,895), mid (Rs 995 to Rs 1,295) and economy (Rs 499 to Rs 699). Duke enjoys a presence in the upper mid and mid segments. He feels that slim fit shirts and casual styles which can be worn to office as well as for leisure are an in today. “Shirts will drive the growth engine of Indian apparel industry. A vertical line can be established within with various categories like formals and semi formals as add on categories,” Jain concludes.