Itc To Go Overseas With Wills Sport Brand

ITC Ltd, which has entered into the apparel retailing business, is planning to take the 'Wills Sport' brand overseas. The company, currently scripting the plan, is looking at setting up Wills Lifestyle stores in several countries.

A senior ITC executive said: "Once we establish a strong presence here, we will move on to open stores abroad. The idea is to take the Wills Sport brand abroad."

However, the official declined to furnish details of the plan saying that the concept was at its initial stage. However, he added: "We would be opening our stores in the Middle East."

In India, ITC has drawn up plans to create 50 Wills Lifestyle stores by March end. The company also intends to double the number by July 2003. The Wills Lifestyle network will have a mix of company-leased and franchised outlets.

 

The company plans to invest roughly Rs 150 crore to set up a network of 100 stores in India.

According to analysts, the move will enable the company to enter new markets so that it can effectively build the brand abroad.

ITC created its lifestlye retailing business division two-and-a-half years ago as part of its diversification into retailing.

The very first product of the new business division, was the Wills Sport line of relaxed wear, which was launched through its own store in July last year.

The product range and ambience at the stores have been designed by San Francisco-based American Design Intelligence Group, a company with experience in store designing and merchandising.

ITC is following a dual branding strategy: Wills Sport will be unisex apparel brand, while Wills Lifestyle will be the retail brand.

The tobacco and cigarette group has put into play its number of core competencies in diversifying into new businesses such as lifestyle retailing, packaged foods and greeting cards. The strategy is meant as a hedge against the uncertainties of the tobacco business.

The group is also looking at entering the distribution business, where the company will market and distribute products of fast moving consumer goods companies.