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VF Arvind plans to flood market with international brands

Dec '06
VF Arvind Brands, the newly formed joint venture between Arvind Brands and the US-based branded lifestyle apparel maker VF Corporation, is eyeing more international brands from the VF Corporation portfolio to be introduced in India.

About ten days ago the company has launched its brand Hero, which has a wide range of products such as caps, shirts, T-shirts, belts, knit and woven tops through Metro, Cash & Carry. Riders with a variety of products is yet to be launched.

Hero and Riders will target the middle income group in India.

The company is working out a marketing strategy for its existing brands like JanSport, Kipling and Nautica, launched earlier this year. It plans to bring the entire range of brands from VF Corp and flood the market with international brands.

These brands will be sold through the multi brand outlets and departmental stores.

Out of fifty five brands of VF Corporation portfolio, Lee and Wrangler have marked their presence in the Indian market for last ten years.

Arvind Brands holds 40 percent stake in the JV Company which aims at 30 percent growth and end the current fiscal year at $45 million (Rs200 crore) and anticipates a continued growth in the next financial year.

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