Specialty retail Feb, 10 2012

Party hard for profitable returns

By Neha Gohil
Party hard for profitable returns

Aiming to take India's party spirit to a higher level and to expose them to the style of creating a feel of festivities and creativity Party Hunterz the one stop party supply store was launched. In an interview Sharon Timmins, Founder, Party Hunterz elaborates on brand’s expansion and growth.

Neha Gohil (NG): Share with us the success journey of the Party Hunterz? When and how did the company take up the franchise route for expansion?

Sharon Timmins (ST): Khalid Bourashed & Sharon Timmins are the dynamic duo that is the mastermind behind India’s one and only ‘One Stop Party Shop’- Party Hunterz. The happily married couple was looking to celebrate their sons first birthday in Mumbai when they were down on holiday and found a lack of party supply stores to choose from. Each item had to be purchased from different corners of the city. This gave them the idea to start an international ideated party store all under one roof. Without any advertising and solely through word of mouth the store became famous for Mumbaikars looking to liven up their parties with themed nights and funky party accessories. Obviously cities around India also wanted the same in their home towns and hence the onset of franchise inquiries came to Party Hunterz.

NG: What is the USP of your brand?

ST: India’s ‘One Stop Party Shop’ offering over 100 party themes to choose with party accessories and a specialised event team to help plan theme parties.

NG: Being a unique concept, did you face any difficulty in management?

ST: Our management is young and dynamic, enthusiastic to make the concept of Party Hunterz well known and appreciated much like the masterminds behind it.

NG: Party Hunterz has recently opened its second outlet in Delhi. How many more franchised outlets are expected in the coming future?

ST: Party Hunterz has taken the Delhi market by storm. We are now planning to open stores in Lucknow, Bangalore, Kolkata and Pune. We even have inquiries from local and international franchisees looking to be part of the Party Hunterz phenomenon.

NG: What is the investment and area requirement by the franchisees to open Party Hunterz store?

ST: First and foremost, just the passion! And then the Initial stock investment and a good location in terms of space and visibility. Running a party store like ours requires a good amount of time and dedication as well as an open mind to changing trends and customer relations. The flag ship store in Mumbai gives full support to its franchise outlets in terms of concepts and merchandise, event tie ups, advertising and media through Facebook etc, website visibility and the company’s online sales pertaining to that city.

NG: The products you deal with are not easily available in the Indian marketplace. Where is the procurement done from?

ST: The items are sourced through careful observation, customer feedback/requirements and research from the US, UK and China.Popular themes famous from the world over are brought through Ms Sharon’s distributors from all over the globe to be made available to the Indian markets.

NG: What is the eligibility criterion for selecting the right franchise partners? Is it essential to have a similar background?

ST: Yes definitely someone having the same background and primarily someone willing to share the joys of growing the concept and the brand the world over.

NG: Give us a general picture of your company’s expansion plans?

ST: The company aims to expand in all the states and metro cities in India as well as in neighboring countries like Sri Lanka and the Maldives.

NG: Do you face any type of competition from the players in the industry?

ST: Party Hunterz holds the monopoly for a party store with unmatchable prices, an array of products, themes and party merchandise and we would like to keep it that way.

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