Vitamins opens store in Mumbai, plans more EBOs

With the launch of its first store in Mumbai at Phoenix Market City recently, kids wear brand Vitamins from the house of Sangam Dresses is planning the launch of its next store in summer ’13. Commenting on the company’s plans for the brand,

Ojas Nishar, Director, Sangam Dresses says, “We have opened our first store after dealing with a lot of challenges. Now we are coming up with one more store at Thane-Virar, by summer 2013. We don’t have immediate plans to go out of Mumbai. Once we strengthen our presence in the city, we will open about 10 stores in another two years. We will explore Pune, Gujarat for retail expansion.”

The company is also opening a new factory at Kalyan. “It’s a 33,000 sq. ft. factory at MIDC Textile Park and will be operational in a year. The new unit will increase our capacity four times. With this, we also plan to expand our product offerings. As of now, we have accessories, garments, winter wear, a lot of stuff in girls. May be in a year, we will have about 25 styles of shoes,” explains Nishar.

Nishar has personally designed the first store and is looking at opening more stores of the size 750 to 1,000 sq. ft. or even up to 1,500 sq. ft. once the company establishes five to six stores, and has enough sustainable business. The brand is also present in 400 MBOs and four to five regional format stores. It has a tie-up with Globus and is looking at venturing into Shoppers Stop and Lifestyle.

Sangam Dresses was incepted by R B Nishar in the early 60’s as a kids wear brand exclusively for girls. The aim was to dress up young and fashion conscious little girls with apparels, dresses and frocks that were in vogue and above all provide value for money.“At that time we were into party frocks. Then we went into western clothing for girls. In 2000, we thought of having a brand name and hit upon Vitamins. Since 2004, the brand is doing very well. We began with T-shirts, pants, skirts, shorts, dungarees. But for the last four years we have been a complete casual wear brand for girls. A couple of years back we added accessories to our portfolio,” Nishar informs.