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Dec, 17 2016

LANDMARK GROUP’S ‘EASYBUY’ TO REDEFINE VALUE FASHION

In an attempt to tap the huge demand for branded garments from lower middle classes and in small cities, Dubai-based Landmark Group plans to set up 50 Easybuy stores in two years, says Anand Aiyer, Business Head, Easybuy

Why another value format, when Landmark Group already has Max Fashion?

Landmark group sees a huge opportunity in smaller towns of India (tier II & tier III) where organized branded retail has not fully penetrated. Our new value apparel format Easybuy addresses the need for branded apparel in smaller towns. Easybuy realizes huge aspiration in this segment, where people are seeking in-style fashion at an affordable price. This format will also serve people, who cannot afford the price range offered by Lifestyle and Max.

How has the brand grown since inception?

From its first store at Karimnagar in Sep 2014 Easybuy has made big stride over the last two years. Easybuy currently operates 15 exclusive stores in south India and growing. Easybuy is also available in select Spar Hypermarket across India.

What’s the USP of Easybuy?

Easybuy is a family store for men, women and children’s apparel, footwear and accessories offering over 1,000 unique styles created by an in-house design team in the price range of Rs 69 to Rs 699.

Which consumer segment is Easybuy addressing?

The Indian apparel market is estimated at Rs 2,50,000 crore, of which the organized market is Rs 80,000 crore. While there are many brands catering to the Rs 25,000-crore super luxury segment and the Rs 60,000-crore upper middle-class, value fast fashion segment; the middle class value fashion segment of Rs 1,60,000 crore is largely untapped, which Easybuy is addressing with trendy stylish clothes at aggressive price points

What’s your expansion plan?

We are targeting to open 30 stores by March next and 50 stores by 2018. All the stores are through franchisee business model. This is to get local expertise in terms of location, merchandise sensibilities and market connect.

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