'We plan to have exclusive store shortly': Sohel Lalvani

In an exclusive conversation with Sohel Lalvani, Founder, Toniq Retail Brand Pvt Ltd (The Baby Bro Code) sheds light on the growth strategy of the brand.

Tell us about the brand distribution in the online and offline space. Going forward, what would the strategy to scale up the distribution? Have you explored the franchise model yet or plan to? What are the plans for exclusive store?

The Baby Bro Code has exclusively launched on online platforms, starting from our dedicated portal thebrocode.in to the major Indian fashion e-commerce giant Myntra. We will soon be launching the brand across other major e-commerce platforms. As the category we are targeting is niche, we plan to completely dominate the online space first, although we firmly believe omni-channel retail is the most efficient retail model.  Therefore, we look forward to expanding into offline spaces, however, this is still in the planning stage.  As of yet, we have not explored the franchise model. We would be looking at launching exclusive stores before determining whether we will be delving into the franchise model. 

Kindly shed light on your product categories and the best performing lines?

The brand exclusively caters to the fashion accessories segment for kids. The Baby Bro Code brings to you the cutest styles of Bow Ties and Suspenders in varied colors and prints. We have launched with limited number of categories to gauge the scope of the brand in the premium segment. However, we will soon be adding new categories, mainly accessories like bracelets and necklaces. Socks and sunglasses are other categories we would love to explore.

What is your starting and exiting price point? Also, kindly highlight your target group?

The starting price point is Rs.1599 for bow ties and suspenders. The exit price point is Rs. 2399 for a bow tie & suspender set. The target group includes a premium segment of both parents and the children. Mainly the working couple who is fashion forward and would like to match their kid’s style to them. Among the kids, the target group is niche with fashion conscious children aware of the global trends. Kids who like a dapper style!

Who do you see your biggest competition within the same space?

Kid’s accessories segment for the male child is largely untapped when it comes to the online retail space. Kids exclusive e-commerce sites like First Cry do have the same categories we are tapping into, however, The Baby Bro Code caters to a more premium audience. The opportunity is huge for us and we are excited to see how it plays out.

What are your growth plans?

As we have launched with a very niche product category, the next step would be to explore further lines in kid’s fashion accessories and dominate this category in the premium segment. As we add product lines, we continue to expand into various e-commerce platforms. Plans for launching offline are also under process. However, sooner rather than later, the brand will be presented in the offline space as well. The parent brand, The Bro Code, is already present in premium menswear store William Penn, all over the country. We plan to further launch the brand is more offline spaces, and The Baby Bro Code will launch as an extended segment. Having an exclusive store is a goal we are working towards slowly but steadily, stay tuned!