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Chogori to expand foreign brands bouquet

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Evidently in response to the evolving bent of consumers toward performance footwear, Chogori India, the India licensee of Hi-Tec and Crocs footwear brands, has firmed up major expansion plans. The company will open the first exclusive outlet for Crocs as well as expand the retail network of Hi-Tec, and might also add more foreign labels in its existing portfolio.

Confirming the company’s plans, Hemant Sachdev, managing director, Chogori India, told Indiaretailing, “We are doing well and looking forward to do better business. We will open standalone stores for Crocs in 2008, and also expand the existing retail network of Hi-Tec.”

Asked if the company will bring in more foreign brands to India, Sachdev said: “Though no such plans have been finalised, talks are on with some companies. As of now, I cannot share anything more on this front.”

Commenting on Hi-Tec’s performance, Sachdev said: “The brand is expanding slowly in India and is expected to do good business by next year. In the course of time, this premium brand will be recognised as a performance footwear brand.”

However, if industry speculations are to be believed, Chogori’s existing brands are not performing as expected. The company is, therefore, revamping the branding strategy, and is also in talks with some foreign brands to introduce more footwear labels in the country.

Chogori had introduced Hi-Tec, considered the third largest global outdoor footwear brand, in August this year. The company signed a 10-year agreement with the UK-based Hi-Tec Sports. Hi-Tec footwear, priced between Rs 1,999 and Rs 4,999, is available through multi-brand outlets (MBOs).

Crocs, the US-based brand, is distributed by Chogori and available at major MBOs at Rs 1,100 onwards.

– Satrajit Sen

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