Yellow Apple will focus on expanding kids’ category

With growing demand for kids’ wear, export company Yellow Apple is focusing on adding new categories under its kids’ portfolio. The company is also keeping its focus on women’s range. For the new season, it has added new products in sweaters and winter leggings. “They are already launched

in the market but we are introducing a new line of leggings and winter leggings along with knitted and jacquard leggings,” explains Piyush Goyal, Director of Yellow Apple.

The company plans to double revenues by 2017 and is expecting a medium growth of 25 percent every year on the back on retail expansion through MBOs and e-commerce.

Product expansion for kids

For the forthcoming season, the brand has utilized a new range of colours and different kind of knits. “We are playing a lot on the quality of wool. We are also trying printing technique on our sweaters and have installed new embroidery machines to introduce different kinds of embroidery for the next season. We are playing a lot on greens specially emeralds and lime and using neon colours like orange, neon green, neon blue and doing neon printing, which is new,” explains Goyal.

Yellow Apple has four categories. The first is infant boys, here sweaters start from Rs 799 to Rs 1,199; infant girls category with a price range from Rs 633 to Rs 1,399. “We have sweaters for older boys and older girls and are also making high end comfy leggings in knit and wool. Our label, ‘Riverside’ is only for women and it offers winter coats and tunics,” adds Goyal.

Strengthening retail reach

The company is targeting a presence in over 200 MBOs this year apart from making the range available on all leading portals. It has two EBOs in Ludhiana. “MBOs continue to be our biggest source of revenue. We are going to try online segment this year and hope to get good sales. We do plan to expand our EBO network in the future,” informs Goyal.

Last year they had a presence only in North India and the plan this year is to expand throughout India through distributors. “We are focusing the north and entire northeast India. We plan to expand to west and south by 2015,” says Goyal.

Yellow Apple also exports sweaters. A lot of its operations including knitting, embroidery and computerized machines are in-house. “We deal in knitwear and accessories and export all over the world. We have clients in the US, Europe etc. We have two brands Yellow Apple and Riverside, Yellow Apple is for kids and Riverside is for ladies. We thought that a brand with an export quality and export styling has a big market in India since people are getting more access to internet etc. So we decided to launch our own brand in the names Yellow Apple and Riverside to cater to the population that wants international quality,” avers Goyal.