s.Oliver, the German fashion and Lifestyle Company, has restructured its collaborative arrangements in April 2012 to partner with Design Pod for its business in India. Over the last year, the partners have completed far-reaching structural changes within the bus iness and will expand to over 30 point of sales in 2013 in order to raise the brand´s share in the Indian market.
The company also plans to introduce the s.Oliver Junior line in October 2013, as part of theexpansion plans that will enhance its product portfolio and position s.Oliver as a brand for the whole family.
Speaking about the new strategy, Managing Director of s.Oliver India, Rajive Ranjan said, “‘Proceeding in Giant Steps’ is the new motto for s.Oliver India. The year 2013 will be the first step towards a successful and enduring growth of the brand in the country. We want to triple our market presence from the current 10 to over 30 points of sales during the next months. With our new strategy we are confident that s.Oliver will beat up to 200 point of sales by 2016”.
s.Oliver India will be investing 20 million euros towards its goal of 200 point of sales, of which 2 million euros will be invested into the 30 point of salesthat are slated to be open by the end of 2013 itself. “s.Oliver has a global sales volume of 1.3 billion euros worldwide.
India is a challenging market with a lot of potential. It gains a significant importance for our global portfolio and will be in focus of our expansion plans in the next years,” said Thomas Steinhart, CFO of s.Oliver Bernd Freier GmbH & Co.KG.
As part of the expansion strategy, s.Oliver India will focus on Northern Indiatargeting cities such as Delhi NCR, the major cities of Punjab, as well as Rajasthan, Uttar Pradesh and Uttarakhand. New point of sales will be opened both in premium malls, as well as high-street locations. Additionally, the fashion and lifestyle brand plans to start new partnerships in the wholesale business, as well as, push online availability of the brand.
s.Oliver looks to significantly increase its presence in Punjab, post opening their first store in Amritsar last week, followed by a July launch in Ludhiana. Apart from another store launch in Jalandhar, s.Oliver will also launch their kids wear range with Kapsons in September, through 8 Shop in Shops, situated across Amritsar, Bhatinda, Chandigarh, Ludhiana, Patiala, Jalandhar and Jammu.
Apart from Punjab, the brand has signed on to open point of sales in Dehradun andKanpur (August) as well as in Pune (September), this year. All stores will incorporate the new format of 1200-2200 sqft.
The fashion and lifestyle company s.Oliver was founded in 1969 in Germany. Within a few decades, s.Oliver has developed into one of the 20 largest and leading fashion manufacturers in Europe. Nationally as well as internationally, s.Oliver offers fashion for everyday and all occasions suitable for the whole family. 8 to 10 collections of the diversified brand family will be presented in India each year.
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