Gini & Jony making inroads in small town India

Kids’ brand Gini & Jony is focusing on enhancing its product range while concentrating on retail expansion. It has been adding new categories for kids to attain growth targets. The brand has had a turnover of Rs 200 crores and aims at achieving 15 to 20 percent growth every year. “The future of children’s

T-shirts is bright. Packs of two are selling now. In future, people will buy packs of three, four, five or more. The T-shirt will be a commodity product,” opines Anil Lakhani, Director of Gini & Jony, talking about the future of kids’ category.

Retail

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Gini & Jony is sold through Shoppers Stop, Reliance Trend, C&M, Biglife Ritu Wears, HyperCity and Lifestyle. The brand also has 250 EBOs and is present in 500 MBOs all over India. “We are present in every metro and Tier II city and are spreading our footprint in Tier III towns now. We will open 30 to 40 stores. Online, we are with various retail sites and have our own web-store,” explains Lakhani.

The company has now launched two new brands under Gini & Jony. Palm Tree is a value for money outdoor brand. This has shirts, T-shirts and jeans in the price range starting at Rs 199. The company soon plans to add accessories under this label. The first exclusive Palm Tree store opened at R City Mall.

GJ Jeans Unlimited under the company’s fold will debut at Viviana Mall in Thane soon. The brand follows a rock theme, and offers torn and spray denim, shirts and T-shirts. “T-shirts begin at Rs 599 and jeans will go up to Rs 2,499 under this brand. In these two brands, we have highlighted graphics, colours and silhouettes,” states Lakhani.

Styles trending in kids’ wear

Round neck T-shirts having logos and prints are the most popular and Polos enjoy a small share. V necks are generally popular in adults but for children, sweaters with V necks are in. “There are different print and embroidery techniques and chemicals on prints techniques. Message tees are in trend for adults and children. Children love cartoon characters. We are introducing fluorescent T-shirts, yarn dyed auto striped T-shirts. T-shirts in bright pastels for the season,” explains Lakhani.