Spykar to launch innerwear in spring/summer ’11

Having graduated from being a jeans brand into a lifestyle brand by adding accessories and other products, Spykar has edged its way into the premium segment international denim market. As a leading business arm of Span Apparels,

Spykar feels that over the last 18 years while targeting a very young fashion-conscious audience, it is now considered on par with popular brands such as Pepe, Wrangler, Lee, Levis and Killer. “Though it’s an Indian brand, it is largely perceived to be an international brand. This we believe is because of the product, communication and the attitude of the brand which makes it very aspirational,” points out Sanjay Vakharia, Director Marketing, Span Apparels. “Also, since Spykar Jeans designs specifically for Indian audiences it has the best fits and designs in its repertoire,” he adds.

As a brand, Spykar caters to the urban youth who is well aware of the changing international fashion trends. For the autumn/winter the company is launching a wide range of distressed denims along with smart knitted waistcoats to keep out the chill. The USP of range is the design which has unique embroidery, patchwork and embellishments with a focus on innovative styles and variety. Also on the cards this spring/summer, is the launch of inner wear for both men and women. The company will start with a versatile range of men’s undergarments adding other products along the way that can encompass a young man’s or woman’s lifestyle.

“We are getting into accessories in an aggressive manner. As a brand, we have a name in India with a defined audience and we can also be meaningful to all those categories of businesses, which the youth also adapt to. For a couple of years, we have already been doing things like belts and bags, wallets, caps, socks, eyewear and luggage. So we are just increasing the spectrum,” says Vakharia. As of now their accessories are divided into two categories. One is self manufactured and sold through captive sales channels. The other is licensed and sold through many more channels. So belts and wallets and certain accessories which don’t really add up on numbers for any business to be outsourced are kept within the fold. And there are accessories that can become meaningful business for an entrepreneur, that’s licensed out. “Everything under the brand name Spykar will keep getting sold through the stores,” he adds.

Spykar does not have a single manufacturing facility as everything is done on a third-party basis which includes their forthcoming innerwear segment. The company currently has 260 standalone stores and plans to open another 15 by March 2011. All their stores are franchisees with major progress especially in Tier II, III and IV cities. It also has a strong presence in around 1,000 MBOs as well as many large formats such as Shoppers Stop and Lifestyle.  Their EBO’s generate 50 per cent of the business; MBOs around 35 per cent and the rest comes in from large formats. Having grown at a rapid 9 per cent over last year, it aims to have a turnover at Rs 180 crores by March 2011.