Fashion United: Targeting to achieve a growth of 40 to 45 per cent in two to three years, Rookies the denim brand from the house of Finesse Fashions is a part of Bangladeshi group, who manufacturer for international brands. The company was registered in India in 2009. Under the brand Rookies the company makes premium and fashion men’s denim in the price range Rs 1,199 to Rs 3,500. The company also supplies fabrics to other players in India. “When we started, our target was the premium segment, so the prices were from Rs 1,899 onward. After capturing more than 35 retailers in Mumbai and 
expanding to other states, we decided to have a range for the economy segment too. So we are now a mid-segment brand,” explains Avdut Pednekar, Brand Manager for Finesse Fashions.The company is now looking at adding men’s shirts and T-shirts to its range. “By next season, we will also get into men’s bottoms with woven garments like casual trousers and cargos, initially targeting the premium segment. In each of these categories we will have 75 to 80 styles,” Pednekar adds. The brand is currently present in more than 175 MBOs across India. By next year, it plans to add a 100 more with an overall target of 300 counters. Talking about the retail strategy, Pednekar says, “We are in Maharashtra, MP, Chhatisgarh, Rajasthan, Gujarat and Andhra Pradesh. We will soon enter UP, Punjab, Delhi and some more places. By next season we will also be in large formats. The brand also exports to Canada and the Middle East. We will also supply to South Africa and the Middle East.” Read Full: Rookies: Plans product expansion for better reach - Fashion - news - News India, jobs, network, apparel, business
