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Puma looks beyond sports

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Shoes and sportswear maker Puma Sports India Pvt Ltd, a subsidiary of Puma AG Rudolf Dassler Sport, is moving from being just a sports and accessories brand to a complete lifestyle brand. The company has entered into an exclusive retail collaboration with Gini & Jony to enter the kidswear market.

In India, Puma markets a range of lifestyle products, including shoes, apparels, accessories, watches and even sunglasses.

“Entering newer categories gives us an opportunity to generate newer customers but also helps us in building the brand. Globally, Puma is seen as a lifestyle brand. Our portfolio comprises kidswear, apparel, footwear and accessories. The tie-up will enable the company to retail children’s merchandise through its various distribution channels,” Mr Rajiv Mehta, Managing Director, Puma, told Business Line.

While Puma will keep production and imports under its control, the distribution will be through Gini & Jony.

The mid-price range will consist of apparel, footwear and accessories for kids aged 4 to 14 years and will be priced Rs 399 onward.

He said Puma will leverage Gini & Jony’s 150-odd stores to market its range of merchandise. Mr Mehta, however, refused to divulge the investment that the company will be making into brand building or expected revenue contribution from the new category.

Speaking on the brand, Mr Mehta said the company is also looking to expand its reach outside of metro cities. Puma, which formed a subsidiary in 2006, said it has 64 exclusive stores in India.

Asked if the economic slowdown had impacted its business, he said, “We have not been affected. Our strategy always has been to go slow rather than increase our presence aggressively.”

Source: The Hindu Business Line

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