Homegrown kidswear brand Lilliput expects to close fiscal 2009-10 at a sales revenue of Rs 410 crore. After exporting children's apparel since 1991, Lilliput Kidswear got into retailing its own products in India in 2003 from a Lilliput store in New Delhi. By now, the brand is selling out of 233 stores across 130 cities in India and planning to take its presence to the next level. It is also present in 30 retail stores across nine other countries, even as the business continues to export apparel to reputed international brands in the UK and US.
Lilliput’s 44-year-old MD, Sanjeev Narula, says, “The kidswear segment has a good success ratio as it comes under compulsive, not impulsive, buying. We have been enjoying around 45 per cent year-on-year growth. Having reached where we are today, we will enter into our next phase of expansion by extending our offerings to include everything kids can need beyond apparel — soft toys, baby walkers, baby care products including shampoos, feeders, footwear, accessories, bedroom furniture and furnishings. We will also offer maternity wear.”
Planning to launch 15 Lilliput World stores across major cities in the new format this calendar year and 20 more in 2011, Narula believes the time is right for the scale-up. “The retail business is about multiplication and supply chain excellence. This is the right time for us to expand as, thanks to the recession, rentals have come down.”
The first everything-for-kids-under-one-roof store in the new format has already opened in Karol Bagh, New Delhi, across a 7,500 sq. ft. property. Narula expects to do good business, saying his products' international styling and standards, combined with reasonable pricing, should continue to draw customers. "We're targeting sales worth Rs 570 crore in 2010-11. Our prices will range between Rs 95 and Rs 30,000," he says.