Scullers: Small towns hold a lot of promise

Scullers, the premium smart casual lifestyle brand is now looking at Tier II, III cities to increase its presence pan India. It has evolved from offering just a smart casual collection of shirts and trousers to a lifestyle brand catering to clothing

requirements for work, leisure and the outdoors. At present Scullers has a presence in more than 50 EBOs, over five franchise outlets, over 200 MBOs, among others. It also has an online presence. And now it is planning to expand to Tier II, III cities by establishing a franchise network. That’s not all the brand is also keen on exploring markets beyond India and has tested waters in the Middle East. The collection is also being retailed through e-platforms such as Myntra.com, Fashion&you, Future Bazaar and Snapdeal.com.

Commenting on the brand’s journey, Asha Shridhar, Chief-Brand Manager, Indus-League Clothing (Scullers) says, “We have succeeded in creating an iconic clothing brand for life beyond work and home. Having worked very closely with developing the brand identity, I have witnessed it growth from Rs 48 crores to Rs 100 plus crores in the last five years.”

Launched in September 1999 Scullers draws its inspiration from sculling - a thrilling and competitive sport of rowing, popular around the world. Scullers and the crossed oars have over the years come to personify a lifestyle and the choices that come with it. Its target consumers are the 30 plus mature urban men and women who have arrived in life. As a brand, Scullers is timeless, embracing the old as well as the new. It is stylish without being flashy, elegant without being sombre and sophisticated without being uptight. The collection reflects a fun, sporty and contemporary attitude. Shridhar says “Scullers for her is India’s first western women’s wear brand to hit the Indian market.

Offering easy comfortable clothes for men and women, Scullers shirts have a much washed puckered look, chinos come in various avatars along with rugged cargos, shorts and three fourths. The brand caters to two seasons in a year Spring/Summer and Autumn Winter. For each season it comes up with five to eight collections. Elaborating on the collection, Shridhar explains, “The merchandise is sporty, contemporary and authentic in three distinct look. First is adventure: a back packer collection consisting of rugged yet comfortable clothing that’s designed for the great outdoors. Second is leisure: a collection of essential shirts with a mix of classic and contemporary styles that never go out of fashion. The third collection is work wear: a preppy formalwear inspired by Ivy League styles for a comfortable day at the office.”