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Thursday, Dec 22, 2005


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Marketing - Retailing

Arrow aims to promote Sport brand with more standalone stores

Sravanthi Challapalli

Chennai , Dec. 21

ARROW is set to expand its Sport brand by opening three or four more standalone Arrow Sport stores by March 2007.

Speaking to Business Line, Mr Janak Dave, Business Head (Arrow), Arvind Brands Ltd, said the growing popularity of the "sporty-feel" shirts and trousers category had spurred Arrow to create a separate brand. A standalone store was opened in Mumbai a few months ago. Arrow Sport will be one of the focal categories in the future, he said. The range comprises shirts, sports trousers, knits, polos, winter knits, casual jackets and accessories such as socks and caps. Prices range from Rs 995 to Rs 2,500, he said.

The size of Arrow stores has been growing and a major part of that features an Arrow Sport shop-in-shop as well, Mr Dave said. In the 2,400 sq. ft. Ahmedabad store, 1,000 sq. ft. has been given over to the Sport brand, and similarly in Kolkata, he explained.

Urban wear or lounge wear is another segment that is growing and offers much potential, as do dress trousers, Mr Dave said. Arrow will explore opportunities in these businesses as well.

Arrow launched innerwear just before Diwali in response to consumer demand, Mr Dave said. The launch is phased and the innerwear is now available in the North, Bangalore and Chennai at Arrow stores and "very upmarket multibrand outlets". The innerwear includes a range of seamless vests and briefs, some with anti-microbial finish, which is a first in India, Mr Dave claimed. The prices range from Rs 95-345.

Recently, Arrow launched womenswear in Mumbai, Delhi and Bangalore. Its entry into various categories follows up on its decision to provide a complete wardrobe collection.

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