Taanz to open EBOs and expand product range

After consolidating its brand image in over 200 stores and shops across India, Taanz is looking to grow its product portfolio and expand retail reach. Elaborating on their plans, Deepa Sureka, Director, Taanz Fashions says, “We would be opening our own EBO’s once our bottom wear for men and

women wear is complete. We would be showcasing our garments as well as other innovated accessories. The portfolio will be enhanced by adding a strong line of denim and chinos. Also in the latter stage we would be bringing in bags and footwear to complete the wardrobe.”

Meant

for people who are adventurous, young, and aware of the latest trends, the brand was launched with a small capital of Rs one crore and has been able to make the turnover of Rs 20 crores till last financial year. “But to take the company ahead we are creating new product lines and adding new categories. The company plans to pump in more capital in the years to come for its expansion plan which will take us to at least Rs 30 to 50 crores in the next few years,” asserts Sureka.

Growing retail presence

The brand is doing business with 200 MBOs across India, three large format stores and six regional chain stores. “We are getting a lot of feedback from partners and are open to the idea to give a quality product at a good competitive price,” Sureka explains. Taanz has been able to generate a large business share in all Reliance Trends stores across India. It is considered among the bestselling brands in women’s wear category. The brand has been well received in other stores like Biglife Ritu Wears, One Stop Shop, Suvidha and Options. The merchandise is also being sold through online portals such as Fashionara, Yebhi and Jabong. “Soon we will be launching our own e-retailing platform,” she adds.

Talking about the brand building exercise, Sureka says, “We have planned our marketing strategy by adding more LFS stores along with good channel partners in distribution state wise so that we are able to service retailers better and place our range in prestigious stores across India. We are looking at the eastern and southern zone, to tap major retailers as well as large stores. We expect a growth of 25 percent by venturing into these territories.”

S/S’14 product offerings

The brand works on four seasons: spring, summer, autumn, and winter. “We keep our phase as per the customer’s need, since fashion is changing and so is customer’s needs. We keep coming out with trendy collection frequently,” Sureka explains. For summers, the brand has a wide range of polo’s in solids and stripes in men’s wear, which has received a positive response. Then there is a fashionable range of knits, sweaters and sweatshirts for winter. The focus is on trendy tunics, tops and flat knits, sweatshirts’ complimenting the bright range of bottoms like solid coloured pants and jeans for women.

Taanz is an upcoming brand from Mauria Group. The brand was created as an extension of the steel company when it expand into apparels with a vision to create a niche in the domestic. In no time, it got recognition and was placed in good counters around Delhi. Slowly it moved in north India from Chandigarh to Jammu.