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Nov, 01 2011

Baby steps to success

By championing kids' cause and business Toonz Retail has carved a niche in retailing children products without pinching the wallets much. The brand is set to catch some more eye balls and wallet share by this fiscal.

MAKING a mark as the 'Kids Own Store', Toonz Retail has successfully set a bench mark for itself in the children merchandise industry. Catering to children aged between 0 and 12 years, Toonz- the complete lifestyle shopping experience for children has been innovatively conceptualised with trendy fashions with an element of fun and offers various categories of merchandise like apparels, accessories, school merchandize, foot wear, games, toys, publishing, nursery furniture etc that are available to customers at right price with right quality.

All in all, Toonz has been envisaged as a one-stop destination for children of all age groups. In an endeavour to diversify products and merge in innovativeness, the company has acquired licenses of several cartoon characters from companies like Cartoon Network, Nickelodeon, Chorion and Discovery and Animal Planet. The brand is also the most balanced retail model in terms of merchandise with highest conversion of walk-ins. Keeping affordability intact, the brand has kept the price point of all its merchandise in a way that will be suitable for all kinds of customers with its entry point priced at Rs 149 and exit point priced at Rs 1,499 in the apparel range. Otherwise, products are available from Rs 21 onwards in the non-apparel categories to suit every pocket.

Toonz Retail has positioned itself as a brand offering a plethora of opportunities to its franchisees, particularly women. Confirming this, Rajni Kaur, Director-Franchise Operations, Toonz Retail India Pvt. Ltd., asserts: “We do have women entrepreneurs as our franchisees, who are active in store operations. The company supports them through various specific training programmes, including business management. We believe women understand children the best. And it is proven by our successful women franchisees. We also offer a special discount to women on franchise fee.”

Presently, Toonz has 35 stores spread across tier-I and II cities. The company also plans to add 15 more stores by this year. Besides, the brand plans to open and manage its stores through Company-Owned and Franchisee-Operated (COFO) business model.

Franchise Facts

ROI: 40-45 per cent

Break-even: From day one

No. of franchisees: 35

Investment: Rs 30 lakh (approx)

Area: 1,500-2,000 sq.ft

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