Kewal Kiran Clothing Limited (KKCL), the company behind Killer Jeans, LawmanPg3, Easies and Integriti, is planning to open 75 medium-sized stores ranging between 2,000 and 4,000 square feet, to showcase all its brands along with the newly launched womenswear brand Desi Belle.
The firm plans to take the total store count to 500 in next 5 years. Currently, KKCL is present in 209 cities across the country with 336 stores. Substantiating further, Bhavin Sheth, Chief Finance Officer, KKCL, said “Our strategy to expand medium-sized formats in the range of 2,000 square feet to 4,000 square feet, would give us good traction in our sales. As our strategy was always long term and have been working with our franchise owners for more than three decades, we are confident that this will pay off well to increase our revenues in the next couple of years. Our focus on further penetrating in existing strong markets like east, south and west and expanding aggressively in central and northern parts of the country will fuel our growth during the current year.”
The company is looking to emerge as a one-shop destination for both men and women. This necessitates medium-sized store formats for better display of products and pleasant experience for shoppers as shopping behaviour in smaller towns and cities varies in comparison to urban shoppers.