Come October 8, and Bahrain will see the first Lilliput outlet, probably making it the first Indian kidswear brand in the city.
After making a mark in the Indian branded apparel business, the brand has chalked out aggressive plans to make its presence felt internationally.
“We will open our first store in Bahrain on October 8. On the cards are 40 stores that will open within three years of our operations in the region,” Sanjeev Narula, CEO, Lilliput, told Indiaretailing.
When asked if they have done any region-specific changes in the product portfolio, Narula said, “About 75 per cent of products are same as those in the Indian market. We have customised 25 per cent according to the Gulf market requirements. However, all products will be from India only and will not be outsourced.”
On the availability of retail space and rentals, Narula informed, “Finding a good site is not difficult there, rentals too are at par with the Indian property rates.”
Commenting on competition in the Gulf market, he said, “Competition is everywhere, but we operate under our own niche category. Almost all international brands are present in the market, and we directly compete with them. The advantage in Bahrain will be the profit margins. We can keep more margins there, unlike in the India market.”
The brand will also open four outlets in China by December. “China is a very potential market. While Chinese products are doing good business here, we have an equal opportunity in China. As of now, we will open four outlets there, and based on their performance we will take a call on expansions,” confirmed Narula.
The approximately $40-million Lilliput has been operational in India since 1990, and is present in over 75 outlets in 18 states and 35 cities, including the metros and tier-I cities like Bangalore and Pune.