WROGN, the youth fashion brand plans for retail expansion


WROGN, the youth fashion brand, plans for retail expansion with Shoppers Stop and Myntra.  WROGN has been co-created with Indian cricket youth icon Virat Kohli. As one of the most talented batsmen of his generation, Virat turns heads both on and off the field. His apprehensive looks and effortless sense of style has got him listed as one of the best dressed sports persons by GQ magazine. Comfortable, stylish and unconventional, WROGN is simply an extension of Virat’s personality.

In the ongoing fiscal, the brand will open five exclusive outlets. It will be in the places including Delhi, Mumbai, Hyderabad and Bengaluru while aiming to add nearly ten shop-in-shops. They have already doubled their stores to 60 to 65 in Shoppers Stop and by the end of this fiscal they would have 72 stores. While the company will be focusing on increasing presence of the brand in the domestic market, in the next 2-3 years, there is a possibility that it would be sold in overseas markets, where cricket is famous.

On association with Kohli, Universal sportsbiz founder Anjana Reddy said that Kohli is very much involved in the brand and he is very much a part of process of selection of design and all of that. It has been two years of association with him. WROGN apparels are also available exclusively at online retailer Myntra, which contributes up to 40 per cent of its revenue. Universal Sportsbiz also has another independent brand ‘Imara’, an ethnic wear fashion line, which will also undergo a retail expansion to have 72 points of sales.  Imara is presently retailed at select stores of Central, Ethnicity, Shoppers Stop and available online on Amazon, Flipkart, Jabong, Myntra and Snapdeal.

Universal Sportsbiz is aiming sales of USD 10 million by the end of this year through both WROGN and Imara brands. They are looking to have around 150 point of sales by the end of this fiscal with Shoppers Stop, with their two brands. The two brands are expected to contribute equally to the total sales.


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