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ColorPlus forays into Kidswear segment

Sep '08
ColorPlus, the premium casual wear brand from Raymond Limited, announced its foray into the apparel market for children with the launch of its kidswear extension, 'ColorPlus Junior'. The collection includes an entire range of apparel for boys and girls from age 4 to 14.

The range was presented on the occasion of the inauguration of their largest store in the country at CG Road, Ahmedabad. Spread across 3200 sq. ft, the new ColorPlus store in Ahmedabad was inaugurated by Mr. Ashesh Amin of Raymond Limited who is leading the ColorPlus initiatives for the group. The store showcases the complete ColorPlus product range for men, women and children.

Announcing the kidswear launch, Mr. Amin said, “We have noticed that Baby Boomers and Generation X have been the backbone of our consumer base. They pave the way for the Generation Y and Generation Next to walk in and sample the same experience.

Our experience has shown that fathers, who have long been among our most loyal customers, are excited about our kidswear range and actively participate in its purchase. Reassured by the familiar CP stamp of quality, they would like their children to have the same.”

Mr Amin, who is from the group that has given us Raymond -The Complete Man, adds, “ColorPlus Junior is a natural fit in our growth strategy, with this we have a complete family offering”. The brand had made its entry into the growing womenswear market last September.

ColorPlus Junior embodies the core values of the brand - Quality, Innovation and Sophistication. Designed in-house, the range carries the equity of ColorPlus into kidswear with superior fabrics, unique processes and styling.

ColorPlus Junior offers various product lines:
• Khakhi- crafted from premium cottons and linens, this line adds comfort to subtle style.
• Jeans- this line is inspired by rock music, is heavily worked upon and has unique washes, prints and rivets.
• Sport- this line is inspired from sports and has a range of premium knits in unique designs, great for active children of today.

The national launch of ColorPlus Junior comes after the range was tested in a few stores; the consumer feedback was very encouraging and has given ColorPlus the confidence to take this initiative further.

The organized kidswear market in India is estimated at Rs 700 Cr and growing at 17% annually. ColorPlus Junior will be operating at the higher end of this premium market, with product differentiation being the unique factor. By the end of the year, the kidswear collection is expected to be present in 25 stores.

Raymond Limited

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