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Kidology to add new designer; expand presence in India
02
Mar '12
Kidology, the first designer clothing brand for kids in India which started its journey two years ago, plans to add a new designer every season. The brand is also expanding by opening more distribution and retail outlets in India as well as strengthening its online presence.

Speaking to fibre2fashion, Ms. Karina Rajpal, Joint MD of Kidology Design India, said, “We cater to age group of 1-10 years. We are considered as the pioneers in the high-end segment within kids clothing. There were enough brands in the mass market, but we wanted to create a niche and cater to the high-end segment and that is how Kidology came into being.”

Briefing about current presence of Kidology, she says, “We came up with this concept in 2010 and opened our flagship store at New Delhi's DLF Promenade, followed by another store in Mumbai last year. We are also present in the shop-in-shop format stores at 2 outlets in Mumbai, and a store called Anahita in Hyderabad. We are also present in some shop-in-shops in Kolkata, Chennai and Bangalore. We are also present in a store called Smitten in Dubai.”

Talking about the brand's growth, she says, “Actually, the growth has been quite good and we are happy with it. We have seen a 40 percent growth since last year and we are pretty confident that this idea is there to stay. We are in the process of negotiating with other stores and also exploring the franchise model.”

Informing about other steps being taken by the company to increase its presence, she reveals, “We have received a lot of requests from various parts of the country seeking our presence, so we have started an online platform. Moreover, we also do a lot of exhibitions in India to show the brand's existence.”

Elaborating on designer wear for kids being offered by the company, she avers, “We brought on some designers who had never designed for kids in the past. Each designer associated with us possesses a unique sensibility, which is translated very well on children's clothing.”

Naming some of the designers, she says, “We work with designers such as Gauri & Nainika, Gaurav Gupta, and Malini Ramani. Now, our new designers are Sidharth Tytler and Nandita Basu and we have our own in-house collection designed by Maya Nocon. Our clothing range includes both Indian and western and we also do accessories.”

“We add a designer every season. Sidharth Tytler had designed our collection for winter and now Nandita Basu is coming in for summers. We plan to bring in new designers to add freshness and have different sensibilities. Besides, our in-house collection will always be there in the stores,” she concludes.

Fibre2fashion News Desk - India

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