Blackberrys is known for its fits. Started in 1991, Blackberrys does formals, casuals, denims, accessories and footwear. Formals is sold under the brand name Blackberrys; khakis, T-shirts, jackets and shirts are under Blackberrys Casual; and denim wear is under Urban Blackberrys. “When it comes to dress line trousers or suits we would definitely be the leading brand in India,” says Ramesh Kaushik. The brand has many firsts to its credit, whether it is the whitest of white shirt or the first use of imported fabric in India.
New Innovations, logo change
Blackberrys has just introduced Knitalia, India’s first 100 per cent knitted cotton trousers. The collection has tops and bottoms. The product allows stretch. There is no feel of heavy fabric. It is breathable hence, extremely conducive to the Indian climate. It keeps one ready for multiple occasions throughout the day.
In April 2018, the brand’s logo was changed. “We changed the entire identity of our stores, to make it more intune with today’s consumers and the kind of environment they operate and live in,” says Kaushik.
Sourcing from India and Bangladesh
“Though a fair chunk of our production is in India, we import from Bangladesh as well,” says Kaushik. “Bangladesh has its pluses and minuses. So far we have been pretty comfortable dealing with players there. We are getting good service. We look at them in terms of how effectively they service our consumer. Anything that helps me reduce lead time and enables me to approach the consumer faster with a better solution, is welcome.”
The rise of casual wear
Kaushik points out wardrobes are becoming casual, especially, among the younger generation. “Formals are restricted to specific occasions. Everything else is largely casual wear. The generation that we are dealing with today believes in their own rules. They are not rebellious but non conformists. So this had an effect on wardrobes. Yes, our stronghold is the formal segment but the consumer is evolving. Obviously the brand has to be a part of his journey. We have extended these attributes into our denim wear, accessories and footwear.”
Blackberrys has around 175 EBOs. About 85 to 90 franchises, so that would amount to nearly 260 EBOs and MBOs are about 650. The brand is in some 195 large formats and online it retails through Amazon, Flipkart, Myntra and Jabong. In percentage terms, e-commerce is about six per cent of the business. Blackberrys is growing at a CAGR of 23 per cent.