Taj Needle Craft to open EBOs for European kids' brands

Taj Needle Craft that has a tie up with European kids’ brands like Gron Stockholm and Geggamoja is targeting high end customers in India with its brand portfolio. With a growth target of 20 to 25 per cent it’s aiming to expand its retail footprint by opening stores at airports. And it also wants to perk

up its online presence. On the product front, Gron Stockholm will introduce accessories for kids under its umbrella.

Increasing retail presence

Taj Needle Craft currently retails both brands through its three exclusive outlets. “These are company managed stores. We are available in DLF Place Saket, DLF Promenade, Vasant Kunj in Delhi, DT Megamall Gurgaon. These are primarily 1,100 sq. ft. in area and have all our brands under one roof. Apart from that we are present online with Firstcry, and ecomartindia.com. And we are talking to Snapdeal and Jabong to form a tie up,” explains Deepak Agarwal, CEO, Taj Needle Craft.

Agarwal feels that the concept of organic clothing doesn’t work in large format stores. “We are ready to expand our brand to places like Mumbai, Bangalore and other bigger Tier I and II cities. We are looking at opening stores at premium airports and are planning to roll out at least 15-20 stores in one go within a year,” he avers.

Focus on organic clothing kids

Gron Stockholm is an in-house brand, which is designed and manufactured in India. The collection for boys, girls and infants consists of colourful garments. Apart from this, the company retails Geggamoja from Sweden, which is designed in Sweden and manufactured in India.

“Geggamoja’s speciality is all striper garments. Then we have Mijn which is from Holland, this is again into kids’ wear which captures European taste. Then we have another brand Jumina from Norway, which is based on a fairy tale theme. Bamboo Baby clothing from UK is made from bamboo fibre. The collection keeps the skin warm in winter and cool in summer,” says Agarwal elaborating on all foreign brands retailed under Taj Needle Craft.

Gron Stockholm range for girls includes dresses, skirts and T-shirts. For boys it includes shorts, full pants, denims, dungarees, jackets and sweaters. Then for infants, we have rompers. “We even have accessories like bed sheets, bedcovers. Everything in Gron Stockholm is theme-based. This helps us to display and sell it better. Geggamoja has products like striper leggings, T-shirts, jackets and caps and belts and stockings for winter. Mijn is basically into dresses and jackets for India market. Jumina, a brand for girls has dresses paired with some accessories. The clothes in this brand are basically designed on a fairy tale theme,” exclaims Agarwal talking about the different offerings.

Now the company plans to expand bed linen and clothing range and may also introduce footwear. For summer, Gron Stockholm is following a lollipop theme with different pop-up colours.