After establishing a foothold in the womenswear segment for over 12 years, AND is all set to tap the potential in the menswear market with AND Men. With an investment of about Rs 3 crore, the brand is now focussing on building the brand name not only in the market but also in developing the modern retail sector of India.
Talking about the new entrant in the market, Mukesh Sawlani, Managing Director, AND, said: “The retail industry in India is still growing. AND womenswear has already made a mark in the market and we now want to offer something new to the customers. This was the right time to foray in the menswear segment.” He said that the menswear range will also follow the design philosophy of AND that generally talks about being simple yet trendy and stylish.
To tackle competition from other brands who cater to the same set of merchandise, AND Men has been strategically priced and the merchandise that includes tees, shirts, shorts, jackets, trousers, denims, and accessories use fabrics like cotton poplins, linen, washed twills, and washed fabrics. The accessories for men comprises belts, stoles, cuff links, and bags.
After opening two new stores in Mumbai, one at Phoenix Marketcity mall, Kurla, and at Lions Gate in Fort, AND will open more stores this fiscal having both womenswear and menswear. “We are not looking for stand-alone stores for the men’s collection right now. Currently, we will open new stores of AND that will cater to both the genders,” added Sawlani.
Talking more about the company’s retail expansion plans, Sawlani stressed: “AND with both men and women collections will see 12 EBOs across the country in this fiscal. Apart from this, the collections will also be retailed through 18 MBOs, once we launch the autumn/winter collection. We will not have the menswear collection at any of our existing stores due to space constraints.” He further added that the menswear from AND will be retailed in major cities like Delhi, Mumbai, Kolkata, Bangalore, and Hyderabad for the first year.
Priced between Rs 999 and 5,999, the brand expects a turnover of around Rs 5-20 crore from the new segment by the end of this financial year. The brand will soon be adding men’s shoes at its new stores.
-Tista Sengupta
