Woodland eyes fashion in the 'WOODS'

Woodland eyes fashion in the 'WOODS'

Woodland eyes fashion in the 'WOODS'

Outdoor shoes major Woodland’s luxury lifestyle brand WOODS is set to expand its footprint in India by opening 10-15 exclusive outlets this financial year.

The brand marked its entry into the country six years ago and is marketed at 600 of the company’s outlets, which showcase both marquee brands — Woodland and WOODS.
“WOODS is a fashion-oriented lifestyle brand for the trend conscious, while Woodland is an adventure-oriented outdoor brand,” said Harkirat Singh, Managing Director of the company, which already operates 20 exclusive WOODS stores across India.

Of the planned stores, each being set up at an approximate investment of Rs 2 crore, two will find their way to Bengaluru. “Bengaluru, with its fashion-conscious youth, is a growing market for us. South India contributes to about 25% of the company’s business and in terms of growth, it shows great potential,” said Singh.

Woodland has been in India for a long time and is established, while WOODS is gaining ground. The brand seeks to cater to the young working population in tier I and II cities that is driven by trends in fashion, and finds its balance in the affordability it offers.

“Currently, about 25% of the company’s business comes from WOODS, but in five years we see this scaling up to at least 40%, if not a 50:50 split,” he asserted.

Talking about consumer trends, Singh said, “Exposure to fashion and affordability have increased an individual’s closet space for shoes. As consumers, especially women increase the number of fashionable shoes they buy, it becomes a matter of design and price, fitting WOODS space in every closet.” Women constitute 50% of the brand’s consumer base. The company sees this number going up to 70%, as WOODS expands its footprint.

The company, driven by its two brands, will be happy to see 10-15% growth this fiscal, the MD said.