FILA looking for partners to pursue a franchise model

Italian sports fashion brand FILA is planning to strengthen its network in North India. The brand is looking for franchisees in Punjab and NCR region.

FILA India, owned by CRAVATEX BRANDS LIMITED, the Indian arm of the $150 million Batra Group, is adopting an aggressive expansion strategy in India and looking for franchise partners. Known as a key player in the Indian sports and fashion segment, the brand is planning to open 100 exclusive retail stores in India over the next 5 years. The brand has planned the new expansion strategy to capitalize on the shift observed in consumer preference towards sports inspired athleisure clothing and accessories. As part of its expansion plans, the brand is opening one store under the new Heritage Store format every month and expects to keep this momentum going in 2019. The next 3 months will see stores coming up in Mumbai, Bhubaneswar, Baroda and Chennai among other cities. The focus will be skewed largely towards FILA Heritage format stores, driving fashion lifestyle imagery in the premium sportswear segment with a global Heritage collection across footwear, apparel and accessories.

Aside from main metros and mini metros, FILA has set its sights on the North Indian market with a focus across Delhi, Gurgaon, Noida, and the entire region of Punjab; followed by South India. While company owned stores will be the primary objective, the brand is identifying some key partners to pursue a franchise model. Speaking on expansion plans, Rakesh Singh Kathayat, COO, Cravatex Brands said, “Our offline retail growth in India focuses on strengthening our pan-India presence to create easier access and increased engagement with our growing consumer base.”

The brand has projected sales to grow more than 50% by the end of this financial year. With a philosophy of innovation, the brand has continued to make a statement with styles that are novel in aesthetic and effective in function. While for maintaining uniformity across layout & design, the average store size is expected to be between 1000-1200 sq feet carpet area with larger flagship locations in metros.

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