Zippo, a 79 year old firm, is penetrating the Indian market with a complete range of lifestyle products. The firm has announced that it soon intends to launch Zippo brand apparels in India.
During its diversification from a windproof lighter brand to a lifestyle label, Zippo has retained its legacy, independent values and uniqueness of the brand.
Over the past few months, the company has intensified its efforts to diversify with launch of Zippo casual clothing and camping supplies and other products, all under Zippo label.
The firm has been thinking of expanding in India to diversify its product portfolio and to expand its retail sales.
The brand is now available at 150 retail sales points in India and has also tied up with some top MBOs (Multi-Brand Outlets) for shop-in-shop outlets. It now proposes to launch exclusive retail outlets in various cities across the country. The firm has also set up counters at high streets and in retail shops in malls across the country for selling its products.
Presently, Zippo has presence in around 20-25 markets in Tier II and III cities in India, where it is getting good response. However, its core focus is to tap the markets of the country's top 10 cities.
The company is also planning to open a flagship outlet in a well-known retail zones in Mumbai or New Delhi by June 2012.
The firm has opened a Zippo concept outlet in the US and proposes to take the same concept globally. All the flagship outlets of the brand in various countries would stick to the same format to retain the brand's legacy.
Even after a flagship outlet is launched in India, the company will continue with the distributors' channel.
Fibre2fashion News Desk - India
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