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'We aim to be most preferred brand' – CEO, Celio Future
Feb '10
Celio, a French men's apparel brand, is mulling expansion of number of its Exclusive Brand Outlets (EBOs) and shop-in-shops in the next few months and will invest around Rs 100-150 million for the same. Currently, Celio operates 11 EBOs in major cities like Mumbai, Bangalore and Delhi and over 43 shop-in-shops in well-known fashion and apparel retail outlets like Pantaloon, Central & Lifestyle.

Celio recently opened a new 1,400 sq ft exclusive outlet in Chennai while will house the latest collection of business, casual and sportswear for men. It plans to open a new store in Hyderabad and two more in Bangalore, along with which cities like Chandigarh, Ludhiana and Pune will also have exclusive stores. Till date, the company has invested Rs 250 million in the venture.

Founded in 1978, by Marc and Laurent Grossman, today Celio is a market leader in men's ready to wear clothing in France. Its flag ship store, located in Paris's Champs Elysee, is spread over three levels. In addition it also has a presence in Europe, Russia, UAE, Singapore and now in India through a joint venture with the Future Group.

Speaking exclusively to Fibre2fashion, Mr Rajat Luthra, CEO, Celio Future Fashion Ltd. said, “Currently, we are operating out of 11 stand alone stores across India – both in high street locations and prominent shopping malls and over 43 shop-in-shops in large format stores of Pantaloon, Central & Lifestyle.

“As a part of our expansion strategy, we are planning to add 15 more exclusive stores in major metros, along with which organic growth with shop-in-shops will continue to fuel the expansion plans and to be able to increase the reach and penetration of the brand, we will support it with additional investments to the tune of Rs 100-150 million.”

When asked about the cities in which they were planning to open new stores, he replied by saying, “We already operate in over 18 cities and will continue to enhance our presence in these existing markets as well along with tapping new cities. By the end of the year, we would open 15 more exclusive stores in Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Chandigarh and Ludhiana and the presence in other prominent cities too will continue from premium malls through the shop-in-shop format.”

Regarding expectations from the expansion, Mr Luthra observed, “From a reach of 52 existing stores and the upcoming stores, we are targeting to achieve a turnover of Rs 500 million by the end of the year.

“In India, Celio is a very young brand and offers complete wardrobe solution for men and with a wide spectrum of offerings in men's apparel and accessories at good price points under a dynamic store environment, we are aggressively spreading our footprints across the country.

“With Celio's French heritage and its product range that aims to cater to all departments of Men's Wear – be it formals, Casuals or Sportswear with merchandise and accessories in all categories, we are aiming to be the most preferred brand in men's apparel”, he concluded by saying.

Fibre2fashion News Desk - India

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