Pan America: Plans to launch 60 EBOs by year-end

Witnessing a year-on-year growth of 30 per cent, menswear label Pan America from Royalex Fashions is planning to launch around 60 exclusive outlets by the end of this year through the franchise route. Explaining the retail strategy,

Rajkumar Lalwani, Director-Fashions, Marketing & Branding and Ashok Bhandari, Director-Operations & Sales, Royalex Fashions said, “Whatever we produce gets lapped up by the market, so we are bullish about our product range and plan to have 50 or 60 EBOs by the end of the year. We are already at more than 4,500 MBOs across India. We have 15 exclusive outlets, with five in Kolkata, three or four coming in Andhra Pradesh, two or three in Bangalore and one opening in Satara.”

The brand has created a niche in UAE and Middle East as well. The duo elaborates on the presence in these countries saying, “We have a fairly large market in the UAE and the Middle East. We are in 80 MBOs in the Middle East and our turnover from these countries constitutes about 10 per cent of our overall turnover.”

Launched in 1998, Pan America exclusively caters to men’s segment in the higher price range. The product range consists of shirts, trousers, T-shirts and jeans. The brand has witnessed changes in consumer over the years, with a shift towards a premium priced product. They opine, “There is an overall shift from the lower or economy category to a premium price. The consumer wants both value and a premium look and feel. Fashion changes every three to six months. And we see a huge amount of growth in non-metros. Probably they are beating metro consumption since aspiration levels of non-metros have gone up phenomenally.”

Along with the change in consumer aspirations, the brand too has witnessed its price range go up from Rs 500 a few years back, to Rs 600 and above at present. Moving forward, the company plans to focus on its core competency of delivering value for money product apart from increasing the brand reach. And to achieve its target, it is contemplating over having a brand ambassador and also investing in print, outdoor and BTL activities. “Constant engagement at the point of purchase will continue to be the mainstay. And the digital medium will be very important for us,” the duo sum up.