DePOT from Pantaloons targeting school kids

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In an effort to create better brand image, DePOT, the books, music, gifts and stationery retail format of Pantaloon Retail India Limited, is targeting school kids and will do libraries of schools in Kolkata.

The company is also trying to build DePOT into a leisure-cum-activity zone for children.

The brand has identified regional publications and is in process of negotiations with them to drive sales.

“Children’s books form 40 per cent of our overall sales. We are therefore targeting children to build the DePOT brand,” Darshana Shah, senior manager, marketing, DePOT, said in a statement.

Backed by exclusive content, school-level activities, and availability of regional content in books and music, the brand expects to contribute 10 per cent to the group’s overall turnover by 2010.

It is also expecting to double its turnover from Rs 50 crore to Rs100 crore by June 2008 and plans to set up a total of 150 DePOTs by the year-end.

At present, the company has 85 DePOTs in India, in both shop-in-shop and standalone formats.

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