Men's casual wear brand Twills aims to increase its EBOs count to 100 by August 2013 from its current count of 46. At the moment Twills operates 46 EBOs across India out of which 30 are in Andhra Pradesh, seven in Gujarat, four in Orissa
and one in Nasik. Founded in 1999 in Vijayawada, Twills has been manufacturing casual wear for men. Its portfolio consists of casual, formal and semi-formal shirts, trousers, denims, T-shirts and other accessories. Elaborating on the market conditions in the recent past, Naveen G S and Jayesh, Head Sales and Marketing, Twills say, “The last two months have been very difficult. And we think the market will be tough for most brands. We are not projecting any growth as against last year. There’s a 50-50 chance the consumer will regain confidence in the forthcoming season. We don’t see a miracle happening or a robust season ahead.”
Being
into the mid segment of men’s casual wear, its products price ranges between Rs 800 and Rs 1,400. The brand’s latest collections are based on darker shades, basic small checks and engineered checks designs have been eliminated. Twills offer shirts in 50 styles with 400 designs. Along with office trousers and fashion trousers, in non-denims, it has cotton trousers. Fashion trousers have denim fits and are styled like denims. T-shirts and other accessories like belts, wallets and bags are available only at its exclusive brand outlets while shirts and trousers in its MBO market. However, the company has plans to introduce under garments in its EBOs during this Diwali.
Currently, Twills operates around 1,200 MBOs across India which includes entire southern and eastern states. It also has a presence in Orissa, West Bengal, pockets of Bihar and Jharkhand, Gujarat and Maharashtra. Andhra Pradesh being its strongest market, Twills operates some 600 to 700 MBOs there. Among its EBO’s, a 5,000 sq. ft. store in Vijayawada and a 3,000 sq. ft. store in Hyderabad are owned by the company while the rest are all franchisees.
