DLF to invest Rs 200 cr to set up stores in 2-3 yrs

DLF Brands, a part of realty giant DLF, today said it will invest over Rs 200 crore in opening retail outlets of various brands across the country in the next 2-3 years.

The company today opened the first outlet of its flagship home decor and accessories brand 'Pure Home + Living' in the National Capital.

"Our target is to open 20 stores of 'Pure' in the next 30 months. For this we will be investing about Rs 100 crore. Usually one store needs an investment of Rs 4-5 crore," DLF Brands Vice Chairman Timmy Sarna told PTI.

The company will set up nine showrooms of the brand in the next 12 months in various cities, including Bangalore, Mumbai, Pune, Chennai, Hyderabad and Chandigarh, he added.

"We are expecting Rs 15 crore annual sales turnover from each store after about one year of operations. Our target is to have Rs 200-300 crore sales from our this new initiative in the next 3-4 years," Sarna said.

'Pure Home + Living' will offer a range of products such as furnitures, table, chairs, lamps, mirrors and crockery with prices going up to about Rs 60,000.

Besides, Sarna said the company will invest Rs 40-50 crore every year to increase the presence of retail stores of various international brands across the country.

"We will open 70 stores of various brands, including some new ones, during next fiscal. We are talking to some international brands at present to bring them into the country," he added.

Currently DLF Brands operates around 60 outlets of various brands, including Mothercare, Sunglass Hut, Boggi Milano and DKNY, by forming joint ventures with them.

The company, which is a wholly owned subsidiary of DLF, is expecting its sales turnover to increase by threefold to Rs 300 crore during 2011-12 from Rs 100 crore in the ongoing fiscal, Sarna said.