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Virat Kohli’s fashion brand WROGN plans retail expansion

Virat Kohli

Bengaluru :Youth fashion brand ‘WROGN’, co-owned by cricket test captain Virat Kohli and Universal Sportsbiz, is embarking on retail expansion with plans to open exclusive stores in metros besides enhancing other points of sales.

In the ongoing fiscal, the brand will open five exclusive outlets at places including Delhi, Mumbai, Hyderabad and Bengaluruwhile aiming to add nearly ten shop-in-shops at Shoppers Stop stores.

“We have almost doubled our stores to 60 to 65 in Shoppers Stop and by the end of this fiscal we would have 72 stores. We are also looking to open our own five flagship stores by the end of this financial year,” Universal Sportsbiz founder Anjana Reddy told PTI.

Reddy said while the company will be focusing on enhancing presence of the brand in the domestic market, in the next 2-3 years, there is a possibility that it would be sold in overseas markets, where cricket is popular.

On association with Kohli, she said: “He is very much involved in the brand and he is very much a part of process of selection of design and all of that. It has been two years of association with him.”

Apart from physical stores, WROGN apparels are also available exclusively at online retailer Myntra, which contributes up to 40 per cent of its revenue, she said.

Universal Sportsbiz also has another independent brand ‘Imara’, an ethnic wear fashion line, which Reddy said will also undergo a retail expansion to have 72 points of sales.

When asked about revenue, she said Universal Sportsbiz is aiming sales of USD 10 million by the end of this year through both WROGN and Imara brands.

“Overall we are looking to have around 150 point of sales by the end of this fiscal with Shoppers Stop, with our two brands and we are looking for a turnover of USD 10 million,” Reddy said.

She said the two brands are expected to contribute equally to the total sales.


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