Now a women’s denim label from Hoffmen Fashions

Hoffmen Fashions a men’s denim and casual brand is venturing into women’s denim wear. They plan to launch a women’s denim label before July-August 2010. That’s not all the brand is also planning to expand its product portfolio this year. Initially Hoffmen plans to have

a range of 10 styles in women’s denim wear. The price would be between Rs 895 to Rs 1,295. Aayush Rungta, Director, Hoffmen Fashions says, “We would target women in the age group 20-35 years. We will start with slim fits. Lycra will comprise 60 to 70 per cent of the range. We will first launch it with our EBOs. Based on the response, we will launch it in MBOs next season. It will have a different label and the name will be something that connects with women who purchase clothes for their husband at Hoffmen. This association is what we want to cash upon.”

This year Hoffmen also plans to make men’s sweatshirts and pullovers for Rs 1,000 to Rs 1,700. “We will have 8 to 10 styles. We had outsourced it earlier and the response was good. Now, we are trying to strengthen the product,” says Rungta.

With so many new products on the anvil it’s no wonder then that the company is on an expansion mode. Hoffmen currently has 40 EBOs most of them in east India. Rungta elucidates, “Our EBOs are usually 450 to 500 sq. ft. Out of 40 stores, eight EBOs are run by us. These are in Kolkata, Guwahati, Bhubaneshwar, Patna and Jamshedpur. The other 32 are franchisees. We have planned 10 more stores. These are coming up in Ranchi, Cuttack, Behrampur, Dhanbad, Siliguri, Durgapur etc. By the end of 2010, we will be marketing in east India from our EBOs. From 2011, once we complete 50 stores in the east, we will go to the other zones.”

Currently, 50 per cent of their sales come from EBOs and 50 per cent from MBOs and large formats put together. They are present in 400 MBOs across India and in large formats with Central and Brand Factory. Brand Hoffmen will soon be seen in Reliance Trends too. They sell through Spencer’s hypermarket as well. The company ended the fiscal 2009-10 at Rs 25 crores for the next year they are looking at 20 per cent growth.