Bringing class for mass

Beverly Hills Polo Club (BHPC), the leading popular brand of the US, has now zeroed in on the Indian market by forging a licensing partnership with RPG Enterprise-owned Spencer’s Retail. The brand stands out for its casual, relaxed yet stylish and elegant Southern Californian lifestyle and has diverse product categories that can complete the wardrobe of any fashion conscious young consumer. The wide collection includes sunglasses/ fashion eyewear, fragrances (bath and body), luggage, computer bags, handbags/accessories, watches and footwear besides clothing line. The merchandise is meant for the customers in the age group of 18-30 years and the price range varies between Rs 500-6500.

While speaking about this licensing initiative, Mr Sanjiv Goenka, Vice Chairman of RPG Enterprise says, “Through this tie-up we’re associating with a brand that has married mass with a class. That’s our positioning. It is international in every respect, be it the colour, style, the logo of the polo rider or product quality. It’s an international offering at affordable price. But, if you see the price point, you’ll find it is cheaper than Lacoste.” 

BHPC is present in 60 countries with over 60 licensees and distributors. To suit the preference of the Indian consumers Spencer’s Retail has a specially designed strategy and towards this end it has customized the offerings that will fit perfectly on the Indian body. “We’re sourcing our merchandise from India as well as outside India, who are supplying BHPC worldwide. We will be setting up design centres in India. In fact we’ve got two international designers working for us”, informs Mr Goenka.

For BHPC plan is afoot to expand rapidly in India. “By this year, we’re planning to set up 10 outlets of BHPC in and around Delhi/NCRs.  We prefer NCRs since they offer a very evolving market ready to welcome international brands. The next phase of expansion will take place in Punjab.   However, BHPC line of apparel will be available in our other retail formats, such as Spencer’s Hypermarket and Spencer’s C-store. The range is available in other MBOs too”, reveals Mr Goenka. Spencer’s Retail has partnered with other international brands like Chad Valley and LadyBird, which are available in Spencer’s Hypermarket and Spencer’s C-store.

Spencer’s Retail has the plan to raise funds through private equity for its expansion drive.

Mr Goenka sounds upbeat about the present retail situation and informs that Spencer’s Retail has experienced the same-store sales growth by an average of 18 per cent in three months till July this year.