Kapsons’ new format, Krome, targets youth

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Keeping the youth in mind, apparel retailer Kapsons has launched a new MBO format – Krome. With an average store size of 3,000-5,000 sq.ft, Krome outlets offer a range of international brands including Puma, Lee, Arrow Sports, Wrangler, UCB and US Polo.

Kapsons has opened six outlets of its new format – one each at Mansa (Punjab),Yamunanagar (Haryana), Patiala (Punjab), Amritsar (Punjab) and two in Chandigarh. In the first phase of expansion, the company is focusing on Punjab, Himachal Pradesh, Haryana and J&K, while in the second phase, it plans to take Krome to Delhi, Rajasthan and Uttar Pradesh.

“We are planning to invest Rs.3-5 crore in FY’12 on the expansion of Krome. Of the total investment, 60 per cent will be through internal accruals and 40 per cent through external sources,” Akshay Kapoor, CEO, Krome, told IndiaRetailing.

On what makes Krome different from Kapsons outlets, Kapoor said, “Krome consists of brands more liked by the youth; the ambience is designed keeping the youngsters in mind and portraying more of rugged look. Kapsons, on the other hand, is an entirely different format which caters to families.”

Informing that Krome was engaged in a lot of indoor promotions to grab the interest of the youth, he said each Krome store has a DJ console and a dedicated DJ who plays songs liked by the youth. Apart from indoor promotions, Krome is also advertising through radio, newspapers and billboard hoardings, he added.

A Chandigarh-based company, Kapsons was launched by Kapoor brothers – Vipin and Darpan – in 1989.

– Shubhra Saini

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