Wildcraft plans retail expansion, eyeing 65 percent growth

With a compounded annual growth of 82 percent from 2007 to 2012, Wildcraft, the popular Indian outdoor apparel, equipment and footwear brand, crossed the Rs 100 crores mark last year. “This year, we are growing at 65 percent

and plan to sell 10 lakh pieces. We aim to be a Rs 500 crores company by 2015,” says Gaurav Dublish, Director, Wildcraft.

After establishing a strong retail network in the country, Wildcraft is all set to expand its presence further across India.

On fast forward retail growth mode

The company has a multi layered distribution channel with 98 EBOs within India. Dublish says “By December, we may have 100 stores. In Mumbai, we have eight stores, 300 shop in shops and 1,500 points of sale. We are in Shoppers Stop, Central and Lifestyle.”

The products are also available online. Its equipment line is in 200 cities like Bangalore, Hyderabad, Chennai, Kochi, Kolhapur, Mangalore, Mumbai, Pune, Ahmedabad, Noida, Delhi and Chandigarh. The product range consists of apparels, equipments and footwear. “We have recreational and urban outdoor products. Wildcraft brings good quality functional garments to the market. We have a functionally superior product line and use climate control fabrics. Our fabrics are light and durable. We have tees, vests, thermals, hiking shoes, running shoes, sandals, tents, sleeping bags, jackets, backpacks and rucksacks,” explains Dublish.

The company has three manufacturing units, two in Bangalore and one in Himachal Pradesh.

Partnering with Invista

Wildcraft has a collaboration with Invista. It uses thermolite insulation on the quilting side. Thermolite is a new concept in India and Wildcraft is the first brand to use fiber and technology in India. “We have thermolite insulation jackets. There are brands using thermolite fabric in denim and intimate apparel,” opines Dublish.

K S Dinesh, the founder of the brand thought of launching the outdoor label in 1998 when he found it difficult to get good quality gear for his adventure expeditions. Having a background in engineering, he began to design his own rucksacks, tents and sleeping bags. Gradually, the company ventured into other outdoor gear such as outdoor clothing. Dublish says, “We are based in Bangalore. From 2007, we went to the mass market. Before that we were into institutional supplies. We supply to defence and the Indian Mountaineering Federation. Earlier, our sportswear was only for mountaineering and climbers but in 2007, we started exploring the mass market category.”