How Angel & Rocket Plans to Elevate Premium Kidswear Market in India

Angel & Rocket, a brand born out of SP Retail Ventures, has taken the Indian children's wear market by storm with its premium and stylish clothing offerings. Despite launching amidst the challenges of the COVID-19 pandemic, the brand's strategic vision and commitment to quality have driven remarkable growth.

The inception of Angel & Rocket was rooted in SP Apparels' rich legacy of over 35 years as a renowned manufacturer and exporter of childrenswear to the UK and US markets. This extensive experience, combined with SP Retail Ventures' successful foray into the Indian retail scene with the brand "Crocodile," provided the ideal foundation for introducing Angel & Rocket to the Indian market. Drawing from the expertise in crafting high-quality children's clothing, the brand aimed to tap into the growing demand for premium western kids' wear.

“We chose to launch our brand in the Indian market due to the promising potential and niche for premium western kids' wear, combined with our parent company's expertise and manufacturing capabilities in the kid's wear segment. With a growing demand for high-quality clothing, Indian parents strive to provide the best for their children, leading to an expanding and evolving market with reputable brands. The desire for well-made clothing has significantly contributed to the growth of the premium kidswear category in India. By entering this market, we aim to meet the needs of discerning parents by offering stylish, comfortable, and durable clothing options, while contributing to the thriving landscape of premium kids' wear in India,” said S. Chendhuran, MD, SP Retail Ventures Ltd (Angel & Rocket).

Catering to Evolving Market Trends

The Indian kidswear market has witnessed a transformation in recent years, driven by the increasing desire of parents to provide their children with stylish, comfortable, and durable clothing options. The organized kidswear market in India is currently valued at $21.1 billion and is expected to reach $24.5 billion by 2028, exhibiting a compound annual growth rate (CAGR) of 2.6 percent. This thriving industry presents significant opportunities for both Indian and international brands. Additionally, the revenue in the luxury fashion segment in India amounted to $1.49 billion in 2022, with the market expected to grow annually by 1.67 percent (CAGR 2022-2027), according to Statista. This luxury is also permeating into kidswear. 

Angel & Rocket recognized this trend and strategically positioned itself to cater to the evolving needs of discerning parents who seek quality and variety. The brand's launch in India was strategically timed to capture the burgeoning demand for premium kidswear.

Expanding Online Presence

Angel & Rocket's online distribution strategy has been meticulously designed to reach a wide audience. The brand has established a strong presence on leading e-commerce platforms such as Myntra, Ajio, FirstCry, Nykaa, and TataCLiQ.

“These platforms have played a pivotal role in enhancing our brand's visibility and driving sales. As we look towards the future, our strategic plan involves further expanding our online presence by exploring new and promising e-commerce platforms,” stated Chendhuran.

Strategic Offline Expansion

The brand currently operates 80 stores (LFS and Shop in Shops) and 4 Exclusive Brand Outlets (EBOs) in Bengaluru and Hyderabad.

Its expansion plans include opening 25 more EBOs within two years, leveraging both Company-Owned Company-Operated (COCO) and Franchise-Owned Franchise-Operated (FOFO) models. This strategic approach ensures that the brand's premium offerings are accessible to customers across different cities.

“Our primary focus is on targeting cities like Delhi, Chennai, Chandigarh, Jaipur, and Kochi. In the next two years, we will concentrate on expanding in metropolitan cities and mini-metros, as we believe these locations offer greater potential for our brand's initial expansion,” he asserted.

Diverse Product Portfolio

Angel & Rocket has strategically crafted a diverse product portfolio that caters to various age groups, from newborns to children aged 3 to 12 years old. The brand offers a range of clothing options, including casual, smart, and occasion wear, as well as a unique category of bridesmaid and flower girl dresses. Currently, it has around 300 SKUs for every season. Apart from these, the brand is also strong in the kid's athleisure collection.

“We plan to introduce swimwear and footwear very soon,” noted the Founder.

Embracing Technological Innovation

To stay ahead in a competitive market, the brand is embracing technological innovations. It is building a robust online presence through e-commerce platforms and its own website, which allows consumers to have a seamless shopping experience. This includes features such as easy product browsing, personalized recommendations, secure payment options, and convenient delivery services.

The kidswear brand also uses Data Analytics and Customer Insights as leveraging advanced data analytics tools can provide valuable insights into consumer behavior, preferences, and trends. By analyzing this data, companies can make data-driven decisions, optimize their product offerings and marketing strategies, and enhance the overall customer experience.

Furthermore, it is implementing technologies like blockchain to ensure supply chain transparency that can help build consumer trust by providing verifiable information about sourcing, manufacturing, and ethical practices.

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Ambitious Future Targets

Despite the challenges posed by the pandemic, Angel & Rocket achieved a revenue of Rs 35 crore in the previous financial year. Looking forward, the brand's target for the upcoming financial year is to achieve a revenue of Rs 50 crore.

“This ambitious goal reflects our commitment to increasing market share, expanding our customer base, and delivering high-quality products and experiences to meet the evolving demands of our target audience,” said Chendhuran.

Additionally, the brand’s growth plans encompass expanding its EBOs in mentioned cities, establishing premium shop-in-shop arrangements nationwide through distributors, and opening standalone stores in India and the UK to become the preferred shopping destination for premium children's clothing.

“We are also dedicated to enhancing sustainability initiatives and prioritizing eco-friendly practices to attract environmentally conscious consumers. Through these strategic efforts, we aim to solidify our position in the market, meet customer demands, and contribute to a more sustainable future,” he concluded.