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Stori contemplating aggressive expansion
Nov '11
Stori Fashion, owners of brands – Stori and Red Flame plan to open exclusive brand outlets (EBOs.

Stori was launched in 1998 as a formal wear brand and is currently available in over 1000 leading MBOs across India. The apparel retailer later forayed into casual wear with Red Flame. Red Flame targets the 25-45 age group with denims, capris, casual shirts and shorts.

And now it is coming up with a big range in casuals in Red Flame. In this category, it will be showcasing denims, five-pocket cottons, clean look cotton trousers, casual shirts, etc. in a big way.

The strength of Stori Fashions lies in its variation in the fabric. They mainly import fabrics for consumption and do so from the best of the mills worldwide. And since all the production is in-house, its quality standards are very high.

In terms of quality, be it fabric or stitching, the formal shirts range is at par with any other leading brands in formal wear. Their range is also reasonably priced. The price range for formal shirts is from Rs 895-1595.

Speaking to Fiber2Fashion, Mr. Amit Jain, Product Development & Marketing Manager, Stori Fashions, about the challenges being faced by the denim industry, says “Procuring fabrics from mills, handling workers, getting payment on time from retailers/distributors are the major issues. But these problems are temporary.

"After a year or so, the cycle will smoothen out because small players will exit the industry. So there will be players of just one level in the market, the transition from buyer's market to seller's market will soon change the existing scenario.”

Stori is looking at EBO's to boost revenue, as Mr. Amit Jain puts it, “We are coming up with EBOs next year. We are targeting the regions of Andhra Pradesh, Orissa, Tamil Nadu and Kerala. The reason behind spreading into these regions is that we have a strong hold in the South and East, so we are looking forward to capturing the entire southern region with our EBOs. For promotions, we will be coming up with campaigns in print and outdoor next year, as per the requirement of the particular region or state”, he summed up saying.

Stori currently has a strong market presence in the south and the east where winter is mild, so the product line caters to all-seasons. The brand has a marketing partnership with Future Group owned Centrals throughout India. It can also be located on shelves of Trent Ltd. controlled Fashion Yatra stores.

Apart from this Stori is stocked in about 1000 MBOs across the country with a strong presence in Maharashtra and Uttar Pradesh. It has also penetrated the markets of Punjab, Delhi and Gujarat. Jain says that metros are not the only place where the brand is performing well they are also focusing on getting good results from Tier II, III cities.

Fibre2fashion News Desk - India

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