Oxemberg: Eyeing extensive retail expansion

Aiming to make Oxemberg the number one brand in the value for money category, Siyaram Silk Mills is planning extensive expansion drive pan India. It’s looking at pushing up retail presence through MBOs and large format stores to

reach out to more customers. “In the near future we are also planning to open exclusive Oxemberg outlets. Apart from national presence we also intend to take the brand to newer heights internationally. Right now we are present in Sri Lanka and the Middle East and are looking at opportunities in other markets abroad,” says Gaurav Poddar, Director, Siyaram Silk Mills while elaborating on company’s future plans. He points out that the tagline: ‘Clothes that move to my rhythm’ aptly sums up the core essence of the brand.

Adding further, he says, “We also aspire to make the brand more innovative thus creating more functional aspects of the garments to be appreciated by the customers, who view it right now as a dependable brand. We intend to bring in new product concepts that satisfy today’s youth who want both quality and value for money.”In fact, there has been a tremendous increase in the aspirational value of the brand after its creative “Body Music” and campaign along with the celebrity endorsement which was done by Bollywood star Neil Nitin Mukesh.

The brand collection is currently available through 105 franchises, 15 company-owned stores, 150 points of sale in large format stores and approximately 2,000 MBOs. “We have also launched Siyaram’s Fashion Avenue, a multi brand retail showroom, showcasing all of the company’s brands -- textiles and apparels. So within an EBO one has the advantage of a MBO. We have Oxemberg for customers 23 to 35 years of age who want formals and semi formals; MSD (My Style Destination) a youth casual wear; J Hampstead is for the premium customer. In fabrics, we have Siyaram’s, Mistair and J Hampstead. That’s how we cater to men’s wear,” explains Poddar. He goes on to add “We are different from our competitors because our clothes are designed keeping in mind the customer’s comfort with his inner rhythm and music rather than just putting a series of apparels for him to chose from. Our customers are today’s ambitious and status conscious youth who want contemporary styling and excellent quality at a ‘value for money’ price tag.”

As a measure of forward integration Siyaram’s launched Oxemberg in the early nineties. Oxemberg believes clothing is an expression of an individual’s personality and aims to enhance that personality by providing contemporary clothing options that exemplify excellent quality and genuine value. Exclaims Poddar, “The tagline: ‘Clothes that move to my rhythm’ aptly sums up the core essence/positioning of the brand. Oxemberg provides excellent quality fabric, stitch, fit, finish and embellishments thus providing comfort at a genuine value. It makes the wearer feel stylish, contemporary and confident and always creates the right impression.” And they are growing through the franchise route at the moment.