Outdoor adventure brand, Woodland is mulling over increasing its presence in India by opening 50 more stores and further raise its export volumes by 30 per cent in the coming years to consolidate sales post demonetisation.
“About 20 per cent of business comes from exports. The mix of domestic sales versus exports is currently in the ratio of 80:20, and Woodland is consciously trying to increase the contribution of exports. Four-five years from now, we hope to make it a 50:50 business,” Harkirat Singh, MD of Woodland said.
The sales volumes have been impacted by about 15-20 per cent post demonetisation in the Indian market. The company expects the business to get back to normalcy in the first quarter of 2017. A major chunk of sales for the brand is through digital mode of payments, be it at brick- and mortar-stores or online stores.
It may be mentioned here that outdoor sports products and gears is a growing segment in the Indian market and Woodland aims to capitalize on that. The retailer has a network of company-owned stores of over 600 in the country as of now. With presence in more than 4,800 multi-brand outlets globally, Woodland is a premium brand of outdoor shoes and apparels in India owned by the Aero Group.
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