Remanika’s Goals: To be a one-stop shop for fashion

For years they have been dressing up Indian women in chic, trendy styles but now Remanika the well-known apparel brand is focusing on becoming a one-stop-shop for woman’s fashion. On the anvil are a shoe line, inner wear and lingerie and

hair salons to give the perfect look to their customers. “We cater to the entire wardrobe and wish to launch our shoe line and other associated products. An overall makeover is what we believe in and wish to diversify to complement the complete look and make Remanika a one-stop-shop for a woman’s fashion needs. Remanika hair salons are also on our mind,” says Jalaj Kakkar, CEO, Remanika Apparels.

Launched in 1996 by Seema Kakkar in Mumbai, Remanika targets the independent women between 18 to 35 years. From working women to homemakers, models to film stars and college girls Remanika caters to the style quotient of every women. “We have very loyal customers who helped our brand grow more than 300 times in the last four years,” says Kakkar.

From their first outlet at Kemps Corner in Mumbai more than a decade ago, the brand has grown to 10 company-owned EBOs. The plan is to increase the number to 50 EBOs in the next five years. They also want to enter all Tier I-II cities with EBOs, and open point of sales in all Tier III cities. As Kakkar says, “We feel Vizag, Kochi, Guwahati, Jaipur, Bhopal, Kanpur and Gurgaon are the future big retail markets for fashion brands.”

Remanika is also available in large format stores like Pantaloons, Shoppers Stop, Lifestyle, Central and Reliance Trends. Even Kapsons and Ritu Wears stock the brand. In the next five years, they aim to be present in at least 400 LFS and MBOs. As of now 15 per cent of their sales come from EBOs and the rest is from MBOs and LFS. They are also looking at the Middle East and the Southeast Asian markets and are already in talks with a few retail brands for entry in LFS and EBOs there. “We are hoping to start exports in autumn/winter ’10,” he adds.

In keeping with their promise of giving the best and trendiest styles, the brand is now ready with its autumn/winter collection. Named ‘Pink Martini’ and ‘Unchained Melody’ the collections are aimed A/W ’10.

The company is also looking for PE funding in 2011. “IPO is a distant dream. However, we are targeting 2016 to achieve this dream. By then we would be able to streamline our systems, production planning, supply chain etc,” he informs. That’s not all Remanika will also be launching a privilege card soon. Members of the Remanika Privilege Club will enjoy a range of exclusive privileges and benefits designed to make shopping smooth, comfortable and rewarding. Also on the anvil is an ad campaign that will position it as an aspirational brand for the youth. They have tied up with DNA for ads and fashion magazines like Marie Claire, Cosmopolitan, Grazia etc. “We are also in talks with Bennett, Coleman & Co Ltd (BCCL) for a Times Private Treaty,” Kakkar informs. With such a great push Kakkar is confident with their current growth rates, Remanika will be Rs 200 crores company in the next five years 450 point of sales.