Beverly Hills Polo Club brand to expand store count

07 Jul '11

3 min read

Beverly Hills Polo Club (BHPC) – a causal clothing brand is planning to increase its retail presence across India in a geographical manner and would also adopt the franchisee model for the same.

The brand was launched in 2009 in India by Spencer's Retail and has been able to generate curiosity amongst the upwardly mobile urban young.

BHPC is available through 22 EBOs, most of then company-owned and mulls to expand to 40 by this fiscal year-end. Most of the expansion has been planned in tier-I and II cities and will be mainly done through franchise operated and franchise owned stores.

The brand which currently has a major presence in the North Indian markets now plans to increase its retail foot print in the western parts of India. The brand will also push for a presence in large format stores (LFS).

Combined with the expansion plan, BHPC would also step in to the kidswear segment for children aged between 6 and 14 years. The casual range would include denims, polos and tees and for winters - sweat pants, sweat shirts and many other products.

Along the way, apart from its regular collection of denims, t-shirts, trousers and polo shirts, it will also enlarge its product portfolio by launching a new A/W collection of sweaters, sweat shirts, jackets, t-shirts, long shirts and outerwear.

Providing details of the expansion to fibre2fashion, Mr Anurag Rajpal, Executive Director (Apparel Brands) – Spencer's Retail said, “The expansion has been planned in a geographical phased manner. Apart from that, we will be going for a franchise model.

“So far we were operating more company-owned and company-operated stores, but going forward we are expanding into franchise-operated and franchise-owned stores.

“We are currently present in Delhi NCR, Punjab, Rajasthan and Mumbai. We are planning to spread to the rest of Maharashtra and by the year-end; we will be in Bangalore and Hyderabad. We are also looking at strengthening our position on the Rajasthan front.

“Currently we have three stores in Jaipur, Jodhpur and Kota. We are looking at having more stores in these cities and other cities in Rajasthan”, he revealed.

Informing about the target audience and its range, he said, “The target group is between the age group of 21-35 years, both men and women. Our current product range includes, apparels, accessories, footwear and toiletries - perfumes, shaving creams, after shave lotions, etc. We might look at introducing kidswear, but the timeline is not decided as of now”, he summed up by saying.

Fibre2fashion News Desk - India

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