Arvind Lifestyle Brands Ltd is in the process of developing kids wear as a separate business vertical in order to double its business over the next five years, according to a top company official. The company also plans to open exclusive kids wear outlets to sell apparel, footwear and accessories from Arvind’s in-house brands at Bengaluru and Delhi.
The company’s reasoning is that kids wear is the fastest growing category which it would like to dominate. The idea is to develop and reorganise the vertical with all its brands which have kids’ offerings. The official stated that the multi-brand kids wear format will be led by three brands, namely US Polo Association, The Children’s Place and Flying Machine for which the company is still working on its business plan. Over the next five years, the company plans to double the business to Rs. 400-500 cr from these top three brands.
Currently, Arvind’s kids’ portfolio is estimated to be at Rs. 200 cr, out of which Rs. 100 cr is with US Polo. The company happens to be India’s licensing partner of The Children’s Place, which is USA’s largest speciality retailer of children’s apparel and accessories.
The company intends to cater to infants (between 0-1 years), toddlers (between 1-3 years) and children (between 4-14 years). Through The Children’s Place, the company will serve girls’ and infants market, while Flying Machine will cater to young boys. These three brands will lead the stores, while other brands like Nautica and GAP will also have a presence at the stores, the official stated.