The jeans and casual wear brand Numero Uno is all set to roll out new stores and new product categories. The brand with offerings for both men and woman caters to the 21 to 29 year olds. It has launched two themes for autumn/winter:
Industrial Playground and Binary Space. Badal Chaudhary, CEO, Numero Uno Clothing, explains, “We constantly innovate on denims using laser technology and value added washes through technical collaboration with Jeanologia Spain, engineered checks and customized color palette for shirt fabrics. Computer designed striper on compact yarn for knits and footwear and accessories in contemporary designs, which enables us to be the drivers of the jeanswear and casual wear segment for young Indians.” There are over 400 to 500 styles options that are delivered to NU stores every three months. In sync with international trends and forecast, over 15 per cent contribution comes from accessories including footwear/fragrances for the brand.
Numero Uno was one of India’s first indigenously manufactured denim labels. Incorporated in 1987 by Hi Fashion Clothing in April 2007 the company changed its name to Numero Uno Clothing, in line with its growing presence in both national and international markets. The flagship brand Numero Uno, has over the years metamorphosed into a dynamic and responsive brand for the youth. Today, it has emerged as one of the few power brands which fuse international trends with innovative fabrics, washes, treatments and accessible pricing.
Apart from brand innovations Numero Uno has a significant penetration in mid level towns with a population of 5 to 10 lakh. Chaudhary says consumption in these towns is more occasion wear than impulsive but apparel has a bigger share of the wallet in smaller towns. And there are fewer categories competing for the wallet share. Currently small and medium towns contribute 25 to 30 per cent of the brand’s sales and it aims to increase it by 5 to 6 per cent in the FY ’12.
With more than 140 EBOs across 45 cities the brand aims to add another 40 stores in FY ’12. “We are targeting the same areas where we are already present,” informs Chaudhary. Numero Uno has a presence in around 350 MBOs as well. In large formats it’s present in Shoppers Stop and Max-Lifestyle.
With a turnover of Rs 200 crores on MRP the brand is aiming to grow 25 to 30 per cent every year. “We are looking at better than industry estimates -- our growth will exceed industry estimates,” concludes Chaudhary optimistically.