Kewal Kiran Clothing Limited (KKCL), which owns the popular brands Killer, Lawman Pg3, K-Lounge, Easies, Integriti, and Addiction, recently acquired women’s brand Desi Belle. Although, the company didn’t quantify the amount it invested on the acquisition. With this, the retailer has now marked its foray into the women’s wear segment, and will now be focusing more on tier II and III cities.
Planning aggressively, the Mumbai-based company is also looking to launch a new brand – Immortal — to gain the market share in the low-price segment, and is also eyeing to increase the numbers of distributors across the country from current 125 to 200.
The retailer has been witnessing strong sales from the tier III, IV cities over the past few years and will be further expanding the footprint across India to boost its sales. With the expansion in these cities, now the company holds a strong position in the areas like Guntur, Begusarai, Jaypore, Ramgarh, Amaravati, Ballia and Azamgarh. Most of its stores are in tier 2, tier 3 and tier 4 cities, where the company’s range of products are having traction.
“There is a general trend of people shifting their online apparel purchases to ambiance stores to get the right fit and feel of fabrics. Moreover, the e-commerce business is more metro and urban phenomenon, and managing deliveries in smaller towns is a cumbersome task.” – Kewalchand P Jain, Managing Director, Kewal Kiran Clothing, told Business Line
He further added, “The company has set aside an amount of Rs 100 crore for acquiring a leading kidswear brand in an attempt to reach smaller towns with a complete package for the entire family. The company is focused on growing profitability and revenue by widening the market reach and offering value-for-money apparels rather than discounts,” Jain added.
Kewal Kiran Clothing currently has 336 retail stores in 210 cities across 25 states. The Mumbai-based company also sells on leading e-commerce platforms in India.
