GINI and Jony Apparel Ltd, the kidswear specialist, is targetting 50% of its revenue by 2010 through its newly rolled out format for kids, Freedom Fashion. This format, essentially based on controlled retail, houses four premium brands —- Gini and Jony, United Colours of Benetton (UCB), Reebok Junior and Levis Sykes Junior for youngsters up to the age of 16. Speaking to ET, business head Mr Puneet Tripathi said, “Besides garments, shoes and accessories, we will also be retailing cosmetics for kids, which we will be sourcing from UK. The idea is provide the target audience in that price segment with a choice of premium brands in an organised format.” Incidentally, Gini and Jony is the official licensee for Levis Sykes in India while it has the marketing rights for the children’s wear range for UCB, Reebok Apparel and Reebok Footwear. For starters, besides the Freedom Fashion stores in Ranchi and Kolkata, the company plans to roll out 20 stores by the end of June in places like Delhi and Gujarat among others. “About 30% of these will be company-owned and the rest will be under the franchisee model,” said Mr Tripathi. The average investment for a large-format store is Rs 50-70 lakh. Right now, the company has 26 Gini and Jony stores. The company is envisaging a total of 200 stores by 2008, of which nearly 60% will be in the Freedom Fashion format. The rest will be single-brand outlets. “Besides metros and mini-metros, we will also be looking at Tier II and Tier III cities like Kanpur and Jamshedpur, said Mr Tripathi.
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