Canadian apparels and accessories major Woodland is banking on technology-based products to steal a march over rival sportswear brands including Adidas, Nike, Reebok, the Puma and the newest entrant in the outdoor accessory segment, Timberland.
Woodland plans to unveil a range of shoes and apparels fitted with pedometers and those that are water resistant and wick-enabled among others at competitive prices. The range will be available for Rs.4,000-12,000.
The company is targetting GenNext to drive sales.
"The youth, our core target group, is focusing on outdoor activities," said Harkirat Singh, managing director, Woodland India.
"The need for products with functional benefits is on the rise with increasing interest in specialised outdoor activities."
"The major competition for Woodland is from sportwear brands such as Adidas, Nike, Reebok, and the Pumas," said Singh. "Though pure play outdoor brands are looking at this market with deep interest."
Woodland currently has 400 stores in India and aims to open 120 stores over the next three years.
The footwear market is estimated at Rs.20,000 crore of which the outdoor segment contributes about 10%.
The company reported revenues of about Rs.700 crore in 2011-12 and is looking to double sales by 2015.