Fashion brand Provogue to expand through acquisition

30 May '06

2 min read

Fashion brand retailer Provogue India will choose acquisition route as part of its growth strategy. There were rumours that brand is being acquired by an apparel giant.

Salil Chaturvedi, Director of Provogue, said that company's capital requirement has been satisfied through IPO and now it is looking to add more brands in its portfolio.

Company has ventured into new categories like footwear, womenswear and denims, and now company is introducing new retailing concept where its stores will have larger space of 6,000 to 10,000 sq ft.

Company aims to increase number of outlets from 28 to 74 across the country with an estimated investment of Rs27 crore in next three years.

Provogue is experimenting category management as new concept for its stores in which effective category management software plays pivotal role.

Chaturvedi said, "Category management is still not evolved, but it is the way forward in future. But the back end has to be robust and the vendor has to be updated on the product takeoff to add value to the operations."

Company has set aside an ad budget of Rs6 crore and appointed Everest Advertising to handle. Apart from actor Fardeen Khan, model Ujwala Raut will endorse the brand.

Provogue stands for fashion and not pure apparel, this in itself makes it the leader instantly. Its designs are cutting edge and radical, which epitomizes its mantra “Redefining Fashion”.

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