Killer the top brand from Kewal Kiran Clothing has been witnessing a CAGR of 30 to 35 per cent. It hopes to maintain this growth rate in the forthcoming years and is expecting a turnover of Rs 170 crores this fiscal. The company has aggressively spread its retail network and added a women’s product category to expand its reach. The challenge according to Sandeep Varma, Vice President, Killer and Easies brand is, to drive growth in volumes. “This year the brand has been growing at 30 to 35 per cent but volume growth is 20 percent. Last year, the volume growth was 
about 28 per cent. If price correction does not happen, the volume growth may be a challenge,” he opines. Killer has everything in men’s casual wear, denim bottoms, non-denim bottoms, shirts, T-shirts and accessories which includes deos –a major launch this year. Last year, Killer had introduced sunglasses. As far as the price points are concerned, Killer denims range between Rs 1,499 to Rs 2,999 but the major range in the fashion denim is around Rs 1,799 to Rs 2,199, while some premium fashion denim goes above Rs 2,599. Summer half sleeve T-shirts are between Rs 599 to Rs 999, winter wear sweaters and knits go up to Rs 1,899 and casual shirts are priced between Rs 1,299 to Rs 1,599. “Our Killer for Her range consists of top and bottom wear for women including denim. It contributes 7 per cent to our total turnover and we would like it to grow to 15 per cent in the next two years. Therefore, we are introducing new fits to capture audiences. New product categories are also being introduced in terms of the knits range, which is being given a better mix,” explains Varma. Last year the brand also introduced Killer inner wear. Then it has a small shoe range that it’s retailed through company’s own K-Lounge and the Killer EBO network. The collection is currently available in 50 Killer EBOs. “By March 2012 we will add 10 more EBOs and by March 2013 the target is to launch more than 100 Killer EBOs, Mostly in Tier II, III cities. Apart from that we have 150 K-Lounges, where all the four brands of the company, including Killer are retailed. We are looking at opening 250 K-Lounge stores by March 2013. These will be mostly in Tier II, III cities. Apart from that Killer is also present in some 3,000 MBOs and in all major large formats,” Varma says highlighting the retail expansion strategy. Read Full: Killer to launch colored jeans, open 100 EBOs by 2013 - Fashion - news - Fashion News India, jobs, network, apparel, business
