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E-Teenz store unveils in Kolkata
May '10
The first ever exclusive brand outlet (EBO) has been launched in Kolkata by the value for money kids apparel brand 'E-Teenz', owned by Dhananjay Apparels.

The brand marks its entry into the thriving kids garment retail market in India through this franchise outlet, spread over an area of 400 square feet. The new EBO in Kolkata will showcase vibrant and joyful decor in shades of pink, orange, green, red and blue wooden panels on the wall.

The store displays an array of E-Teenz merchandise, including T-shirts, shirts, frocks and denims, for kids aged between 2 to 14 years, in the range of Rs 99 - 599. The brand, which holds an exclusive license in global kid's apparel icon, 'Popeye', operates with the philosophy of offering the best quality products to the middle-income group.

E-Teenz aims to offer world-class quality, design, comfort, fit and style to the consumer at a price that everyone can afford. With a view to expand its presence in the domestic kids clothing retail market, the brand plans to open at least 25 EBOs in tier II and III cities during the fiscal year 2010-11. It has already identified about seven to eight properties for its proposed outlets, which are due to come up in the next few months.

The company has acquired its market presence by retailing its merchandise through large format retail stores, including More, Reliance Trends, Coupons, Star Bazaar, Central and Ritu Wears. The company intends to showcase its products through EBOs, Multi-Brand Outlets (MBOs) as well as the franchisee format, in a bid to strengthen its retail footprint across India.

The company enjoys a perfect backend infrastructure, supporting its distribution plan. Manufacturing units of the company, equipped with modern technology, produce 15,000 kid's garments per day. The overall turnover of the company in the year 2008-09 stood at Rs 100 million and it has set a target of about Rs 400 million turn-over by the end of FY 2010-11.

Fibre2Fashion News Desk - India

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