31 October 2022, Mumbai:
DaMensch’s revenue has hiked up by three times on a year-on-year basis.
The men’s wear brand started with innerwear and has now expanded its portfolio to include sweatshirts, T-shirts, and hoodies, among others. Smaller cities and towns account for most of the brand’s sales, primarily due to the boom in e-commerce.
About 37 per cent of customers are from Tier I cities, 30 per cent from Tier III cities, and the rest from Tier II cities and small towns. In an effort to expand its operations, the company has opened a brick-and-mortar store in Bangalore and plans to follow an omnichannel strategy. Its goods will be available via multi-brand outlets and large-format retail stores by the end of November 2022. A store will be opened every month.
The Bangalore store retails the brand’s full selection of men’s inner and outerwear. The retail space is compact, brightly lit, and features a tree on a central island as well as fitting rooms. About 25 per cent of the brand revenues are invested in advertising and marketing.
Digital marketing will continue to account for most of its ad spending. The brand works at bringing innovation into the innerwear industry for Indian consumers and consistently innovates and designs adaptable and comfort-centric products.
