Col­lec­tive: Ex­pand­ing with an in­ter­na­tional touch

This spring sum­mer ace label The col­lec­tive, which is home to the best Bri­tish brands such as Hack­ett, Ted Baker, Fred Perry, Vivi­enne West­wood, Si­mon Carter amongst many more, has in­tro­duced a few other rul­ing brands of the fash­ion orb to its list. The n

VM&RD - - INTERVIEW - Sus­mita Das

Could you share with us Madura Fash­ion & Life­style’s re­tail ex­pan­sion strate­gies for the brand Col­lec­tive?

The Col­lec­tive is In­dia’s first multi-brand lux­ury re­tail con­cept and has been in op­er­a­tion for five years. Over this pe­riod, we have in­vested in build­ing the brand and es­tab­lish­ing our­selves as a pre­ferred des­ti­na­tion for the dis­cern­ing lux­ury con­sumer. At the end of 2012, we were present in four cities – Delhi, Mum­bai, Ban­ga­lore and Pune, with a flag­ship prop­erty in each city. Given our eq­uity as a con­sum­mate lux­ury fash­ion ex­pe­ri­ence, the brand will now dou­ble its foot­print over the com­ing year. To this ef­fect, we have al­ready launched three new properties, fo­cused on the north­ern re­gion. Over the past few months, we opened two new flag­ship stores in Delhi at Se­lect Ci­ty­walk, Saket and Am­bi­ence Mall, Gur­gaon. In ad­di­tion, we have also ex­panded our foot­print into Chandi­garh with the launch of the store at Elante Mall.

Go­ing fur­ther, how many stores are you plan­ning to launch by the end of the year and how many by 2015? Are you plan­ning to in­tro­duce any more new brands to The Col­lec­tive?

By the end of this year, The Col­lec­tive will have eight stores in six cities across the coun­try. To our cur­rent re­tail pres­ence will be added a flag­ship prop­erty in Chen­nai as well. By the end of 2015, given the cur­rent growth plans and the busi­ness sce­nario, we shall look to ex­pand our foot­print to about 20 stores across key cities in the coun­try.

Which are the tar­get cities you are fo­cus­ing on?

While the ma­jor met­ros re­main key fo­cus mar­kets for lux­ury brands, In­dia’s wealth re­sides also in its smaller towns. Cities such as Nasik, Nag­pur, Su­rat etc have a large pro­por­tion of ul­tra HNIs – an au­di­ence that is at par with its metro coun­ter­parts in dis­cre­tionary spend­ing and is also seek­ing an ex­clu­sive lux­ury ex­pe­ri­ence. A sig­nif­i­cant pro­por­tion of our cur­rent cus­tomer base re­sides out­side of cities we are lo­cated in.

What kind of in­vest­ments are you look­ing at for this ex­pan­sion?

Each store re­quires any­where be­tween Rs 5 crore and Rs 7 crore as in­vest­ments.

With this ex­pan­sion, what kind of growth are you ex­pect­ing?

We are wit­ness­ing sig­nif­i­cant growth in same store growth and aim to grow faster than the mar­ket.

Is there any plan to in­tro­duce some­thing ex­clu­sive in the up­com­ing stores? And, will there be any change in the re­tail iden­tity for the stores which are in the off­ing?

Most of the brands in The Col­lec­tive are ex­clu­sively re­tailed by us. Ad­di­tion­ally, our cur­rent busi­ness for­mat and prod­uct port­fo­lio al­lows us to be se­lec­tive in the in­tro­duc­tion of key brands in key stores. New brand in­tro­duc­tions in the fu­ture may be for cer­tain stores only, de­pend­ing on the ap­petite of the mar­ket for the brand. We have no cur­rent plans to over­haul the re­tail iden­tity for the brand, but al­ways strive to keep the brand aes­thetic fresh and up­dated. The Col­lec­tive of­fers cus­tomers an eclec­tic point of view through hand-picked global fash­ion. Our sea­son col­lec­tions are cu­rated from the world’s best lux­ury brands. While cus­tomers al­ways re­turn to us for their fa­vorite brands such as Fred Perry, True Re­li­gion etc, we al­ways in­tro­duce new brands to our cus­tomers ev­ery sea­son. Our aim is to in­tro­duce the In­dian con­sumer to a wide range of the best names in lux­ury fash­ion – both known and new. Ed­u­cat­ing the cus­tomer about brands he may not know about is as im­por­tant to us as pro­vid­ing him the best choice in lux­ury he could pos­si­bly have. This Spring-Sum­mer, we have in­tro­duced fab­u­lous new mar­quee names such as McQ Alexan­der McQueen, Paul & Joe, Comme Des Gar­cons Play, Love Moschino Ja­cob Co­hen – the world’s pre­mier name in lux­ury denim, and, Coc­cinelle – an Ital­ian lux­ury hand­bag range for women And there’s more to come for our Au­tum­nWin­ter sea­son! With th­ese in­tro­duc­tions, we’re also in­tro­duc­ing th­ese brands to a whole new cus­tomer base, and in­deed, one that the world of lux­ury is now look­ing to.

With the launch of Hack­ett’s ex­clu­sive out­let in In­dia, are you plan­ning to in­tro­duce any other store for the global brands which are be­ing housed at The Col­lec­tive?

There is no doubt that In­dia is the new fo­cus mar­ket for most lux­ury brands glob­ally. With the suc­cess­ful launch of Hack­ett Lon­don, we are look­ing to build our in­ter­na­tional brand port­fo­lio. Hack­ett cur­rently op­er­ates three stores across Delhi, Ban­ga­lore and Chandi­garh. Brands both within and out­side our port­fo­lio are in talks with us to ex­pand their re­tail pres­ence to In­dia. We are cur­rently eval­u­at­ing a few pro­pos­als

R.Satya­jit, COO In­ter­na­tional Brands & New Busi­nesses

Madura Fash­ion & Life­style

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