India : Mandhana to focus on tier II cities for expansion

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Mandhana to focus on tier II cities for expansion

07
Jun '17

Mandhana Retail Ventures Limited aims for expansion of the clothing brand 'Being Human' in the tier II cities of India by opening franchise stores. The selling price of the textile products of Being Human will remain the same as in the metro cities. Further, the company plans to open 20 new stores through EBOs and franchisees in this year.

"The reason for moving to tier-II and tier-III markets is to reach all the fans of Salman Khan. But, we will not have different styles or pricing as the spending power in such places is as good as the metro markets where consumers are equally aspirational," said Manish Mandhana, director, Mandhana Retail Ventures, during the earnings call.

Mandhana Retail Ventures has the global licensing agreement with Being Human to design, manufacture, retail and distribute its textile products. The company added 66 new distributors in FY 2017 and its largest SIS partners are Shoppers Stop and Lifestyle. While Myntra is its largest e-commerce partner, the company is looking for tie-ups with other large retailers in US and South East Asia. It already has a strong presence in Middle East and France.

Further, there will also be a rise in the royalty being paid to the Salman Khan Foundation. For the next three years, royalty will be paid at 5.75 per cent. (RR)

Fibre2Fashion News Desk – India

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