Singh: Rejig mode

Calcutta, May 18: Footwear and adventure gear maker Woodland, the flagship brand of New Delhi-based Aero Group, will reposition its semi-formal shoe category — the Woods.

The rejig will give the sub-brand a higher fashion identity focussed on women.

The company will invest Rs 60 crore to open 30 boutique stores in high-end shopping malls this year under this brand. Of these, at least three will be in the city.

“The premium market in India is growing very fast. In the last two to three years, the premium category has grown 25-30 per cent. Woods will now be more of a fashion brand,” said Harkirat Singh, managing director, Woodland.

“We have plans to open boutique stores in high-end malls and focus more on women. The stock will be in the 60:40 ratio in favour of women. The working women category has been growing,” he said.

Woodland plans to start retailing shoes in these new stores and bring in apparels and accessories later. These stores will ideally be of 800-1,000 sq feet and showcase shoes priced between Rs 4,000 and Rs 8,000.

“Of the Rs 30,000-crore branded footwear market in India, 70 per cent belongs to the men’s category. However, the women’s category is seeing a steady growth. Our collection will be in line with the fashion trends in London, Paris and Milan. In 2-3 years, Woods will contribute about 30 per cent to our turnover. At present, it contributes 15 per cent without the separate stores and identity,” he said.