Madame looks to diversify through licensing

Reckoning the power of brand licensing as a strategy to scale up, women’s clothing label Madame has set the plans rolling to diversify through brand licensing. Jain Amar Clothing Private Limited (JACPL), the parent organization of the brand has put together an elaborate licensing and merchandising plan to give many layers to the clothing brand, for which, it has on-boarded Delhi-based licensing and merchandising solutions agency Bradford License India as its global licensing agent.

Noticeably Madame also marked its presence at India Licensing Expo 2018, held in Mumbai as a licensor. In the first year, Madame will look at launching lingerie and gradually extend into fragrances, footwear, handbags etc. towards the later stages. Akhil Jain, the executive director at Madame said, “As a 25 year old brand, we are very excited about extending Madame into further categories through licensing.” “As a licensor, we not only look to extend licensing rights to a suitable manufacturer or master sourcer, but also support them in terms of retail placement as we ourselves have a huge retail presence with more than 650 point of sales.”

Ashish Saxena, VP - Brand Licensing, Bradford License India asserted, “The latent values of Madame allow us to extend it into multiple lifestyle categories including the hybrid formats like salon, spa and fashion academy. We have a phase wise plan for this brand wherein we will extend it into primary extensions first and then basis on the success we will work towards the secondary extensions." The Gurugram headquartered brand Madame was established in the early 1980s and opened its first exclusive store in Mumbai in 2002.

Since then the brand has rapidly expanded across the country and currently has around 150 exclusive brand outlets across the country. Madame also retails in over 600 multi brand outlets and has four stores in Saudi Arabia. Madame is retailed through online marketplaces including Myntra, Jabong and Amazon and additionally, the brand has set up its own online store Glamly.