Beyouty to open EBOs in major metros

After launching an exclusive store in Jaynagar, Bangalore and expanding its product line to leggings and camisoles, Beyouty now plans to grow its retail reach, by introducing new styles. “We have recently launched leggings and have got a good response. We have been able to master value equation

well in terms of quality and pricing,” opines Nischal Puri, Director, Brandis Manufacturing and Marketing.

The brand’s core range is bras and panties in roughly 47 styles. It has experimented with a lot of new

silhouettes, colours and fabrics, including performance fabrics. “There is a huge amount of organic growth within our company. Our run rate keeps increasing by approximately 40 percent. So by FY 14-15, we would be able to close at around Rs 110 crores,” Puri says.

Innovating for brand building

“We have to remember three things as a core of our business. That is: to ensure the delivery of the right product quality; continuous innovation both style and fabric; and the capability to supply,” explains Puri.

The new store in Bangalore is a 550 square foot outlet in a prime location. “This works out to be our showcase store. Its company owned and run store. We are looking to grow with a aggressive franchisee drive. Interesting innovations have been done in the store. “There is no lacy stuff under Beyouty. The brand is clearly established as an everyday wear. We are being sold in roughly around 3,500 stores. For a brand, which is just two year old, this is pretty decent. We are looking at consolidation in the stores that we are already present in. Hence a lot of retail expansion will happen in terms of expansion in individual store,” elaborates Puri.

The company is planning to open 5-6 exclusive brand stores in metros, with one each in Delhi, Mumbai, Pune and Hyderabad and Chennai. Talking about expansion through large formats, Puri says, “We are selling through Brand Factory and Central and are in the process of developing a specific LFS format range. The line will be ready in coming months and in the coming quarter one can see our presence in large format stores also. We are looking at entering Shopper Stop and Lifestyle. We are working on a premium range for these two formats.”

The brand is also exported to Australia and the Middle East. “We are forming a separate division for overseas business. Exports would contribute between 10-15 percent in FY 14 to our top line,” states Puri. The brand is also sold through Myntra, Jabong and Flipkart.