In a move to shed its ‘discount format’ image and grow in a better manner, Arvind’s Megamart chain will be rebranded as a new value department chain ‘Unlimited’ with plans of opening 125 stores in five years of the same. Megamart was started in 1995 to liquidate old stocks, but due to its inability to get rid of the discount format tag, its store count came down to 130 from 216 in FY 2012.
The new value department chain branded ‘Unlimited’ will focus more on mass-priced franchise brands lie Geoffrey Beene and Cherokee along with premium brands like Arrow and US Polo. Also, the space for women and kids wear will nearly double in the new stores as compared to the old stores which focused more on men’s wear.
