Shopper’s Stop Limited, in an exclusive retail arrangement with the German jeanswear and lifestyle brand, will merchandise Mustang at its department stores through shop-in-shops (SIS). On the onset, five SIS of Mustangwill start operations within this financial year ending March 31, 2010. The first SIS is already in operation at the new store of Shoppers Stop in Cyberabad (Inorbit Mall). Other locations would include Shoppers Stop stores in New Delhi, Mumbai and Bangalore.
Under the retail arrangement, Mustang merchandise will be imported from the parent company to be retailed at the shop-in-shops within Shoppers Stop stores in India. Mustang garments production takes place in many parts of the world, mainly in Asia Pacific and North Africa. Founded in 1932, Mustang was the first denim brand to be manufactured in Europe. With revenues of over 100 million Euros, Mustang has become one of Europe’s leading jeanswear and lifestyle brands.
Commenting on the Indian foray, Hagen Decker, global strategic planner, Mustang GmbH said, “Mustang’s entry into the Indian market marks another milestone in the company’s expansion and vertical-integration strategy. Shoppers Stop is one of the leading players in India’s fashion market and is India’s largest retailer of global lifestyle and jeanswear brands in the country. Shoppers Stop was an obvious choice as our retail partner in India given its attributes of credibility, reach and quality which are in line with our expectations.”
Govind Shrikhande, customer care associate, president & CEO, Shopper’s Stop Limited said, “We are delighted to introduce one of Europe’s leading jeanswear and lifestyle brand -Mustang to our kitty of exclusive international brand offerings. In our special arrangement with the company, Mustang will be promoted as a premium brand in India as it is internationally and the pricing has been appropriately adapted to Indian Retail prices.”
Each shop-in-shop of Mustang within Shoppers Stop has a floor space of between 35 and 45 square metres. The look and feel of the shop-in-shops reflect Mustang’s international store and interior design concept and offer a fascinating mix of wood-look elements and vintage-appearance furniture and rusty iron tables.
—IndiaRetailing Bureau
