Extend Brands plan to expand 'No Rules' product line

Licensing and merchandising firm Extend Brands is planning to extend the product line of the Australian kids apparel and accessories player 'No Rules' in the Indian market and is looking for license partners.     

Extend Brands, the exclusive agent for 'No Rules' in the country, has introduced the Australian firm's apparel and back-to-school products last month in India.     

"We are now looking for license partners for No Rules' kids home furnishing, footwear, bicycles and extreme sports ranges. The agreements would be on the basis of royalty sharing," Extend Brands Director Dwijorani Senjam told reporters.     

She said the company has already entered into partnerships with two kids segment retail players — Lilliput Kidswear and Genius Leathercraft, for sale of No Rules ranges in the country.     

"While Lilliput has the license for kids apparel, Genius has the Indian license for back-to-school products like schoolbags and lunch boxes. Now we want to have similar agreements to bring No Rules' other ranges," Senjam said.     

Besides, No Rules products are also being introduced through multi-branded large format stores like Shopper's Stop, Lifestyle and Pantaloon in around 200 cities.     

The Indian kidswear and accessories market is estimated to be around Rs 20,000 crore, with the branded organised segment accounting for Rs 3,000 crore.     

"The branded kidswear market is growing fast and we want to take No Rules to a leading position in it," Senjam said.