Launched in 2012 by Blue Mercury Apparels, Blumerq is a line of high-fashion, uber-cool garments for today’s youth. They manufacture t-shirts in various finishes and treatments, and casual trousers. The product assortment comprises shirts, t-shirts, polos, denims, chinos, seasonal lines of shorts and sweatshirts.
Brand USP: In the last two years, Blumerq has earned a strong customer base and recognition in the market. Blumerq is constantly in the pursuit of perfection. It is synonymous for cool, fresh, trendy, confident, attitude that is high on style and fashion.
Target customers: The brand targets fashion conscious youth in middle and upper-middle segment of the economy class.
No. of Indian cities currently present in: The brand has presence in 13 cities pan India.
Total no. of EBOs: 15
Total no. of MBOs: 400
No. of EBOs added in 2014: 5
No. of MBOs added in 2014: 300
Presence in Large Format Stores: Total Superstore
Total no. of flagship stores: 4
New territories or regions added: The brand recently entered the markets of Maharashtra.
Presence in online retail: Blumerq is available on Flipkart, Jabong, Snapdeal, HomeShop-18, etc.
Future plans: The brand has plans to expand in North-east (through EBOs and MBOs). It is also aiming to mark the presence in large format stores like Reliance Trends and Walmart along with online retailers like Myntra.
Targeted cities in the next couple of years: The brand aims to enter tier-I, -II and -III cities like Nizamabad, Bhuvaneshwar, Guntur, Pune, Nagpur, Cuttack, Patna, Calicut, etc; and metro cities like Kolkata.
Growth percentage (CAGR of last 3 years): 400% (Blue Mercury Apparels is a two-and-a-half years old company and has shown a tremedous growth).
Brand turnover (estimated for CY2014): Rs10 crore
Franchise requirement: For people interested in taking the franchise business of Blumerq brand requires to have the investment of Rs25 lakhs and area of 400-800 sq.ft.
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