Court­yard & Kraburs

Business of Fashion - - Contents -

Are­tail venture of Ar­tex Cre­ation, Court­yard and Kraburs is a renowned ca­sual wear life­style brand es­tab­lished in 2015. Court­yard has been ex­clu­sively de­signed for men, whereas Kraburs caters to the fashion con­scious woman of to­day.

Both the brands fo­cus on denim as well as cot­tons. Pro­vid­ing trendy col­lec­tions and cre­at­ing de­signs that help young adults and teenagers to ex­press them­selves, the brand of­fers a lux­u­ri­ous range to the con­sumers at af­ford­able prices. Ever since its in­cep­tion, the brand has wit­nessed con­stant growth and is ex­pand­ing grad­u­ally. Their prod­ucts are highly ap­pre­ci­ated in the mar­ket among deal­ers, re­tail­ers and the end­con­sumers. The brand is presently fo­cus­ing on jeans for women and also plans to soon launch a range for the ju­niors as well. So far, it’s been a win­win sit­u­a­tion for the brand.

Brand’s core au­di­ence

The brand caters to all age groups from school go­ing teenagers to the work­ing pop­u­la­tion. The brand’s au­di­ence com­prises both men and women.

Their prod­ucts are de­signed to meet the re­quire­ments of both high-end cus­tomers be­long­ing to the lux­u­ri­ous class and mid-seg­ment alike.

Present prod­uct port­fo­lio

The brand’s prod­uct bas­ket com­prises jeans, chi­nos and cot­ton pants, cor­duroy trousers, shirts, t-shirts, jack­ets, suits and blaz­ers for men and den­ims for women. All prod­ucts are man­u­fac­tured keep­ing in mind the taste of to­day’s youth. The bot­tom wear range of denim oc­cu­pies 90 per­cent share in the brand’s over­all port­fo­lio, while the up­per wear con­sti­tutes ten per­cent share.

Change in de­mand in denim over the past year or two

The denim de­mand graph is on an up­scale and the brand is con­tin­u­ously grow­ing with ris­ing de­mand.

Top sell­ing denim col­lec­tions

The trending and top sell­ing styles of Court­yard and Kraburs are its jeans with ba­sic 5-pocket styles, cross pocket vari­a­tions and it’s pre­mium de­signer jeans with a va­ri­ety of washes and unique fits.

New denim col­lec­tions planned for the forth­com­ing sea­son

For the up­com­ing sea­son the brand is launch­ing a col­lec­tion of jog­gers and colour den­ims with colour of­fer­ings of over 15 colours.

Plans re­gard­ing new denim prod­uct range/denim cat­e­gory ex­pan­sion

The brand plans to fo­cus on play­ing with dif­fer­ent washes and styles, along with cre­at­ing so­phis­ti­cated pocket de­signs. Var­i­ous con­trast pock­et­ing styles will be in­tro­duced to give a vi­brant look to the gar­ments. They will also add new con­cepts of ac­ces­soriz­ing, where each ac­ces­sory will be se­lected with great pre­ci­sion.

Pri­mary mar­kets and re­tail pres­ence

The brand’s pri­mary re­tail mar­kets in­clude Ben­gal, Bi­har, Jhark­hand, Orissa and As­sam and they plan to es­tab­lish a pan In­dia pres­ence in fu­ture. The brand re­tails through over 500 MBOs and have an EBO in Howrah at Raghav Plaza.

Top re­tail­ers

The brand’s top re­tail­ers are Citi Choice, Sreer­am­pore; Shree Shop­per Ltd., Kolkata; Baz­zar Style & Re­tails, Kolkata; Shivam En­ter­prise, Dur­ga­pur and Li­l­abati Ready­made Cen­ter, Dur­ga­pur.

Plans for ex­plor­ing new mar­kets

The brand aims to ex­pand pan In­dia through its wide-spread dis­tri­bu­tion net­work, fran­chisees and EBO’S.

Progress through on­line re­tail

Court­yard and Kraburs’ prod­ucts are avail­able on all lead­ing por­tals like Flip­kart, Snapdeal and Ama­zon and they have been grad­u­ally pro­gress­ing through these chan­nels. The brand also re­tails through it’s own e-com­merce por­tal www.court­yard­

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