VF-Arvind plans 10 Lee stores in Gujarat

VF-Arvind Brands, the joint venture company between VF Corporation and Arvind Mills Ltd, is targeting to set up at least ten Lee exclusive branded outlets (EBO) in Gujarat.

Presently, the company runs just two Lee stores, one each in Ahmedabad and Baroda.

"We have two Lee stores in Gujarat and are looking to set up two more in Ahmedabad and one each in Baroda, Rajkot, Jamnagar and couple of them in Surat," said Mohit Sharma, Retail Head "" EBO (West).

Across the country, VF-Arvind Brands has around 75 Lee stores, while it is looking to add 25-50 more stores by end of 2007. Lately, the company is stepping up on the EBOs.

In an attempt to be different from other brands, VF-Arvind Brands will also be opening an in-house cafe at its Lee stores.

"We are in talks with several people for partnering us in the in-house cafe," said Sharma. With the latest Lee stores, the company is also introducing limited numbers of accessories like branded watches and shoes by August.

Asked about plans for discount stores, Sharma said the company had no such plans for the near future, adding, "The Lee stores, for that matter, will be totally premium and lifestyle based."

For its Lee stores, VF-Arvind Brands had a turnover of Rs 110 crore in 2006-07 and expects a 40 per cent rise by 2007-end. The joint venture company was formed to design, market and distribute VF-branded products like Wrangler, Lee, Nautica, among others.