TCNS targets more retail points for W and Aurelia

TCNS, the makers of W, the only national brand to provide a total wardrobe solution for the modern Indian woman, is chalking out retail expansion plans for the brand. The company plans to add 10 to 30 exclusive brand outlets to its existing 30 EBOs. On similar lines, TCNS is also

planning to take Aurelia, their budget brand for women, to more retail points across the country with the belief that its brand that can be distributed through 5,000 points of sale.

“W has a presence in roughly 400 retail points. Of this about 80 to 100 are large formats, 30 EBOs and the rest are MBOs. Recently, we opened our first EBO for Aurelia in Ludhiana and there’s one in Guwahati as well,” says Vijay Misra, Director Brand, TCNS Clothing Company. Even though they do not plan to have EBOs for Aurelia, Misra says he was forced to open the Guwahati store by retailers, “simply because they were very happy with the brand.”

W with its unique design sensibility has transformed the Indian salwar kameez into a chic, urbane and comfortable form. The brand’s target segment is somewhere in the middle, leaning more toward the east than the west. “We understand the psychographics of this customer, her limitations and societal limitations and provide clothes so that she feels comfortable. Tomorrow if that comfort extends to a bikini, then we will offer that as well,” says Misra. In keeping with a fast fashion business model, W comes up with five ranges in a year. “We have a continuous flow of collections and about five to seven collections drop into one range,” says Misra.

The brand has come a long way since opening its first three stores in the NCR region in 2002. “The demographics were different then. We came in with two or three test stores in NCR for a year. Within a year W had a good franchise model going and retailers were ready to stock and buy for outright purchase,” says Misra. Over the years they have moved on and added more channels and stores.

Three years ago TCNS also stepped into the distribution model. They made inroads into Tier II and Tier III cities through the MBO route and set up a network of salesmen interacting with local retailers. Today, W has a presence in roughly 400 points of sales across India.

With the success of W, TCNS launched Aurelia. “This was meant for those customers who do not look too much for fashion or newness but want a continuous flow of good quality fits and simpler products at sharper prices,” opines Misra. Even though TCNS has opened two EBOs for Aurelia, the business model does not yet include EBOs as a point of sale. It’s going into department stores and mom and pop stores with Aurelia. In fact, it’s already available at 300-odd retail points.

Given this growth model Misra says, with a current turnover of around Rs 80 crores this fiscal, TCNS is targeting a 25 per cent growth.