Kidswear brand Barbie plans to widen its network in India

11 Jul '12

2 min read

Barbie, the popular kidswear brand, is planning to extend its network of exclusive brand outlets (EBOs) in India to 70-80, over the next two years.

Mr. Ashwin Shetty, Director of The Shirt Company, exclusive licensee for India to manufacture and promote Barbie products in the domestic market, is very buoyant about the brand’s growth prospects in the Indian market.

“We are aiming at a turnover of Rs. 2-3 billion over the next two year period and plan to earn revenue of Rs. 10 billion by 2020,” exclaimed Mr. Shetty while speaking to fibre2fashion.

“Our vision is to be the leader synonymous with world class excellence in product fashion, design and quality in the kidswear market in India,” he adds.

Sharing details about the brand’s expansion plans, he says, “We plan to increase our EBO network to 70-80 stores over the next two years. In Tier II and Tier III cities, where there is a strong demand for Barbie products, we also plan to expand via multi-brand outlets (MBOs) and large format stores (LFS).”

At present, Barbie’s product offerings include T-shirts, vests, spagetti's, woven blouses, shirts and tunics in top wear; skirts, shorts, skorts, jeans, trousers and capris and leggings in bottom wear; and sweaters, padded jackets , pullovers and hoodies in winter wear; in addition to jackets, shrugs, gilletes and pullovers. It also offers couture and casual dresses, pinnys and jumpsuits.

“Currently, we cater to girls in 2-12 years age range and we might cater to infant wear for 0-2 year girls in the future,” reveals Mr. Shetty.

“All Barbie clothes are extremely trendy, of the highest quality and skin and eco-friendly. The Barbie India design team closely follows and understands international fashion and is therefore able to bring the best of international trends to young girls in India,” he says.

Barbie is the world’s only brand that allows girls to imagine themselves as a mermaid to a movie star, a fairy to a fashionista, and a princess to a president.

Barbie products are already offered through e-commerce sites such as Jabong and Babyoye.com, and the company is planning to launch its own exclusive e-commerce site next month.

Fibre2fashion News Desk - India

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