Ruff to expand reach through multi-channel retail

Growing at 10 to 15 percent per annum, kids’ wear brand Ruff is exploring the e-commerce and brick and mortar retail space, to reach out to its customers. Entering markets abroad is also on the company’s agenda. “From 2014, we will have agents at the

state level. That will multiply the number of customers by at least threefold. On the export front, we are in the Gulf and Saudi Arabia. We have just started off with Australia and are looking at South Africa and a Canada as our next destinations,” informs Sohail Patca, Director, D S Corporation, makers of the brand Ruff.

Multi channel

retail growth a priority

Ruff is present at Shoppers Stop, Lifestyle, Central and Globus. “We have just started with Hyper City. Right now, we are in four of their stores. We have 11 EBOs, four of them are company-owned and the rest are franchisees. We will add three more EBOs this year in Raipur, Varanasi and Nagpur. All of them will be franchisees. Apart from these, we are in 250 to 300 MBOs across India,” Patca adds.

He is also looking for tie-ups with e-commerce platforms, which would be finalised by summer 2014. Patca believes online retail is the future. “Consumers prefer shopping online rather than going to a store. After some time, India is going to be one of the biggest markets for e-commerce. Features like cash on delivery and easy returns will make it more popular,” he explains.

Exclusive merchandise for kids

Ruff’s product portfolio comprises trendy designer wear trousers, three-fours, denims, capris, shorts, shirts, T-shirts, and jackets. The brand is strong in bottomwear and this range is complemented by a wide variety of accessories such as socks, undergarments, water bottles, bags, caps, belts, wallets, tennis balls and so on. All products are manufactured and marketed under the labels of Ruff Baby and Ruff to cater to 1-3 years and 4-16 years respectively.

“Ruff Baby is doing phenomenal business. Now we have an infantwear category for 6 months to 18 months. We are also tying up with MBOs across India that stock only infant or newborn wear. Our infant wear has exactly the same products as Ruff. In infant wear, we have a strong range of knits with stripers, polo necks and chest prints. Sleeveless is a strong category. We also have nice cargos, clean chinos and sober denims,” elaborates Patca.

Adding further, he says, “We have revamped the entire shirt collection and are coming up with boxers, khakis and denim bags. All these have the adult look and will be out in summer 2014. For Autumn/Winter ’13, we have leather jackets, hoodies, coloured chinos and club wear shirts. These are not funky but sober.”

D S Corporation is the flagship of Dearson Group engaged in manufacturing garments for the last 28 years. The group started with party wear and formal coordinate’s in 1980. Keeping pace with changing requirements of the market, the group ventured into casuals in 1995 under the label Ruff.