Lucky Luciano: Aims for 30 EBOs in the next 2-3 years

With a vision launch at least 30 exclusive outlets in two to three years, youth T-shirt brand Lucky Luciano from Shorty Capone looks forward to be the best brand in the market. “By 2020, I see Lucky Luciano as being copied in a very big way.

It’s like if you are copied, you are a success. And I want to continue with the innovative streak,” exclaims Shahnawaz Sheikh, Chairman & Managing Director, Shorty Capone.

With its origins in New York, the brand takes its name from a gangster who survived numerous death attempts. Commenting on the product range, Sheikh says, “We have the whole range of tops and bottoms, like T-shirts, denims and shoes having New York taste and flavor. About a year and a half back we took the license for this brand in India.”

The company holds the brand license for three years. “We have the right to manufacture and market in India. The license is stringent and demands a host of approvals. There is a lot of monitoring from the principals. There are no shortcuts in manufacturing and quality has to be maintained. There are guidelines on everything including prints and we have to follow those procedures,” explains Sheikh.

Venturing into licensing for youth and bringing cartoon characters on youth merchandise to Sheikh is a strong attribute of Lucky Luchiano. The company plans to add belts and bags as an extension of its portfolio. There is also an active women’s wear section consisting of T-shirts, denims and watches for women.

On the retail front it is planning to spread its network with MBOs and would be in some 50 MBOs soon with a focus on metros. It has tied up with Globus. Right now their EBO model is getting ready and the first three franchise outlets would be launched in Delhi, Surat and Ankleshwar. It also plans to open one in Mumbai.

As a part of company strategy Sheikh says, “We will sign on a Bollywood star that will be associated with the brand as director. This would be a unique association. He will come in with a stake. He will be part of the company but won’t be the face of the brand. I am sure this type of association would be beneficial for the brand’s growth and success.”