Street wear brand Breakbounce to launch EBOs

Street wear brand Breakbounce is looking at rapidly spreading its retail footprint through MBOs and EBOs across India. The aim is to be a Rs 25 crores brand by Spring/Summer 2014 and touch Rs 55 crores by Autumn/Winter ’14. “We spent a good part of the year trying to figure out what the retail

scene is all about. Case studies and price point researches were done. This led to Breakbounce being presented as a street wear. We have a holistic approach to fashion,” says Nitisha Kapur, Marketing Head, Breakbounce Streetwear. The brand has a collaboration with Myntra and ran a pilot testing with Myntra for almost two seasons. “We saw Breakbounce flying off the shelves and had to refill faster than we anticipated,” states Kapur.

Working on sprea

ding their retail footprint

The brand is available on various e-commerce platforms including Myntra, Flipkart and Jabong and with 30 Lifestyle stores. “We started with Lifestyle in July 2013 and are now with Lifestyle stores in Bangalore, Delhi, Mumbai, Chennai, Hyderabad and Pune. Lifestyle Ahmedabad is being added soon. We are also getting into Splash and Central. This year we will expand through MBOs and trade channels. By March/April we should be in 50 MBOs and trade channels,” Kapur informs.

Meanwhile the company is planning to open exclusive outlets starting with Bangalore. These will be company-owned and managed spread over an area of 1,500 sq. ft. As of now, its key markets are Delhi, Mumbai, Hyderabad and Bangalore.

Establishing brand equity

The name Breakbounce essentially connotes the next level. Since the brand was primarily available online for the first two seasons, most of the company’s activities are still focused online. “Video is a very strong medium for us. We do in print as well and have collaboration with GQ.”

Being a real street wear brand, the collection consists of chinos, tees, jackets, sweaters and sweat shirts. Jackets are the hardy non-denim variety. For Spring/Summer the brand has introduced caps, denims and footwear. Talking about the brand’s USP and strength, Kapur says, “We have a manufacturing support and we also integrate other vendors and sourcing. Most of our bottoms and jackets are made by us. We have denim washes on non denim fabric. It’s not just two pieces of cloth stitched together and we say it’s a pant. We have cut and sew, mobility, construction. We have our signature construction techniques into things like shorts and shirts and tees. We are a balance of quality and affordability.”

Golden Seam has been involved in design, manufacture and export of apparels to top European brands. In 2010, Breakbounce concept was formulated with an aim to provide something new to the Indian consumer.