Rupa & Co. is gearing up to achieve its retail target of Rs. 2,000 crore in revenue by 2022, for which it is pushing boundaries to be more than just a wholesale company and have dominance in retail.
The company, which is currently garnering Rs. 1,150 crore, is shifting focus to outerwear besides its innerwear category.
Some brands in the outerwear segment are Bumchums, Torrido, Thermocot.
Taking a step towards direct distribution, they have planned to introduce about 150 exclusive brand outlets Rupa Comfort Store through company-owned and company-operated (COCO) and franchise-owned and franchise operated (FOFO) model in 50 top cities of India.
The company is also looking to retail through major e-commerce portals in India, namely Flipkart, Amazon, Jabong, Myntra and Snapdeal.
“The brand is presently available in large format stores, including Central, Metro, Max, Brand Factory, etc. The organisation plans to double its presence in next 2 years,” said Dinesh Lodha, CEO, Rupa & Co.
He added, “We hope to double the revenue from it by next 2 years. Besides, we are expanding women and kids category product line.”
Currently, outerwear accounts for 8 per cent share of its revenue; it has set a target of 16 per cent of its revenue coming from this in 3 years.
The CEO said that their aim is to reach every nook and corner of the country, so they have planned to open their exclusive outlets besides the 2,000 distribution dealer.
“We are planning to expand the organisation in Central and Western India adding resources and creating more distributors in these markets,” said Lodha in the press conference.”