Earlier offering summer wear only, Beat London recently launched its Autumn/Winter 2019 collection. “This collection offers the complete men’s range including sweatshirts, sweat T-shirts, hoodies, etc,” notes Parish Chayal, ASM of the brand. A new brand from Pepe Jeans, Beat London was formed with an aim to serve the value for money seeking consumer. “As brands like Pepe London do not fit well into the business structure of small retailers due to their high prices, we found a perfect solution for them through Beat London. The brand has been created to be retailed through MBOs,” adds Chayal.
Targeting the unorganised market
Terming it as an attempt to capture the unorganised market also, Chayal reveals that his brand is quite active in this market and tries to create customer relations through MBOs, LFSs and other distribution channels. “We offer stripes, printed, checks, plain, half sleeved and denim shirts, etc,” adds Chayal. The quality of Beat London’s collection is sync with pricing. Anybody may think that the product is sold low because of reduced standard of quality parameters but that is not the case with Beat London. “You will see the real reflection of Pepe Jeans in our collection. There is hardly any difference in both the products,” he explains.
Connecting with the best retailers
The brand’s growth chart till date has been very robust. Though sales and distribution were slow initially, the brand is increasing its efforts to capture maximum market share by connecting with the best retailers in the country. As Chayal informs, “Last season, we did business worth Rs 70 lakh in Madhya Pradesh and Mumbai. This year we aim to generate Rs 1 crore.”
Currently involved in designing menswear only, Beat London has no plans to foray into the women’s wear segment. “No doubt, there are more opportunities in women’s wear. However, the segment is also more competitive,” adds Chayal further noting that the segment has different sensibilities and local brands are very active in this space.
Expanding its reach
Retailing through major MBOs across India, Beat London also has a presence in some large formats like Reliance Trends. “However, we are not available online as it does not serve our purpose,” says Chayal. The brand has many plans for its future. It will introduce new designs and extend product categories. The brand has already targeted small towns for its expansion. “Now, we are targeting distributors who have a good hold on the market,” adds Chayal.