With over 400 stores worldwide, D’S Damat is recognised as a renowned brand and a leader in the menswear space. In an exclusive interview Osman Arar, Board Member, D’S Damat, reveals how the company has strategized its entry into India and why the franchise format will help it establish a wide footprint.
Could you brief us about your business offerings?
D’S Damat, our commercial brand, promises the latest trends and quality designs presented in a broad product spectrum at competitive prices. For D’S Damat we have three different lines: casual, formal and ceremony with a ‘total look’ concept. Most importantly, all our brands are competitively priced in their respective segments.
How are you customising your offerings for the Indian market?
We are present in 85 countries, 175 cities with more than 400 sales points. This is a testimony of how well we adapt to different countries and cultures. Further, all our production takes place in Turkey, guaranteeing 100% Turkish quality with minimal effect on price, which provides us flexibility for production timing and collection variety.
What would be your franchise strategy in India?
Our first goal is to be among the top three market leaders in each new market that we enter. Franchising or master franchising will be our first preference in the Indian market. We will engage with the best investors as our partners.
What is the start-up investment required for the franchise unit?
In the beginning, we are not charging any franchisee fee. We however take €10,000 as business set-up fee, which covers our architect’s visit, store projects and 3D works. We offer flexibility to the franchise to either get the interiors done through our vendor or from their local vendors The inventory cost varies as per the size of the store. For D’S Damat, we prefer 25 pieces per sq. metre inventory with an average price of €35 per piece in the collection.
Our ordering period is six months each for spring-summer and fall-winter collection. We ask franchisees for 30% prepayment of the order to start the production. The remaining amount may be paid within 60 days. For our mono-brand stores, the trading value is between €4000-€5000 per sq. metre per annum, whereas for department store operations this goes in the range of €8000-€9000 per sq. metre per annum.
What is your geographical expansion plan for India?
We are planning to tap metro cities like Delhi, Mumbai, Bengaluru and Hyderabad.”
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