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 Sapna
Agarwal, MINT
Mumbai,
21 January 2016
 Mahindra
Retail, a part of the $16.9 billion Mahindra Group, will sell
products of US kidswear firm Carter’s Inc. in its chain of
BabyOye stores across India and online, the company said on Wednesday.
This will be Atlanta-based Carter’s third attempt at establishing
itself in the Indian kidswear market.
Mahindra Retail plans to open 40 so-called shop-in-shop BabyOye
stores—where a brand owner or retailer takes space in another
retailer’s store—in 15 cities across India in 2016.
In the past, the OshKosh B’gosh kidswear brand, which Carter
acquired globally in 2005, tried to make inroads in the Indian
markets, first in the 1990s and then in 2008.
“With OshKosh B’gosh it had adopted a premium positioning
which did not work in India as kidswear is a competitive segment
with well entrenched local players,” said Devangshu Dutta,
chief executive officer, Third Eyesight, a retail consultancy
firm. According to him, getting the pricing and product right
is important in this segment.
Now, Mahindra Retail and Carter’s have entered into a buy
and sell arrangement. However, the two companies are looking at
partnering beyond the agreement to create the look and feel of
the Carter’s retail experience in India, said Prakash Wakankar,
chief executive officer, Mahindra Retail.
Also with this partnership Carter’s is hoping to make the
brand accessible to India. “We don’t anticipate any
pricing discrepancy. We plan to make the brand accessible and
have great value offering,” said Keving Corning, Carter’s
executive vice-president (international). He did not rule out
the possibility of bringing OshKosh B’gosh back to the Indian
market in the future.
The Carter’s range will start at Rs.600 and go up to Rs.2,500
and will be available for the just born to 24-month-old toddlers
in the brick and mortar stores. Online the company will have products
for up to seven-year-olds.
(Published in Mint)
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