Toffyhouse to add accessories in its range

“We consider our brand, Toffyhouse to be the best in Asia in terms of quality, styling, colour combination and prices,” opines Rajesh Giani, of Toffyhouse, adding, “Wherever we have retailed, be it South Africa or Mauritius, Nigeria or Dubai and India, we have proved to

be the fastest selling brand.” Clocking in 45 percent growth, the company plans to add more products and accessories to its portfolio.

Styling to be different

Currently Toffyhouse has eight to nine products and wants to add different accessories for every season. “We would like to manufacture a lot of products for babies because a huge percentage is being imported by many people, which is not good. Everything can be manufactured in India. And we are looking at manufacturing almost everything, especially clothing that are being imported to India,” states Giani.

The brand’s portfolio is equally divided between the boys and girls range. The Spring/Summer collection is inspired by strawberries, cherries, flowers and little girl in the garden. “Our nautical collection in tune with international trends is a bestseller,” says Giani. Elaborating on the offerings, Giani says, previously many retailers used to buy every six months from other brands and were left with a lot of unsold stock, Toffyhouse has changed the rules by asking retailers to review their stock either every month or 15 days and buy whichever brand sells the most. “Since my brand was the bestseller at these stores, it captured space easily at all MBOs. Everyday, the fashion business needs new styling and after a lot of research we create and send three to four styles per day to our point of sales on an open order basis and the feedback that we get from the retailers who buy from them is that every product sells off quickly, which is the biggest achievement for any brand.”

Retail presence

Toffyhouse is available at all major MBOs, about 600 stores. “We are not in any large formats as of now but are in final stages of tying up with top few because their system is different from ours and we are gearing up for them. We manufacture all products at our set up in Kolkata.”

Toffyhouse is a major player among existing infant wear brands in India, most of the others are multinational brands. “We don’t have any competition with Indian brands. Since British brands will understand the British mother more than brands from other countries. Toffyhouse understands the Indian mother and her requirements for her child much more than the MNCs who produce en masse for 20 or 30 countries thereby losing focus. We produce everything ourselves and make quick changes wherever needed keeping the focus on the Indian mother, which is why we do much better than them,” Giani affirms. “We are the only players in India who understand international fashion and make products ready for the world. Toffyhouse will comfortably sell at a tiny store in Mumbai or Jaipur and while selling well at luxe department stores in Europe,” he sums up.