Kohli’s Fashion Brand Plans Retail Expansion

Youth fashion brand ‘WROGN’, co-owned by cricket test captain Virat Kohli and Universal Sportsbiz, is embarking on retail expansion with plans to open exclusive stores in metros besides enhancing other points of sales.

In the ongoing fiscal, the brand will open five exclusive outlets at places including Delhi, Mumbai, Hyderabad and Bengaluru while aiming to add nearly ten shop-in-shops at Shoppers Stop stores.

“We have almost doubled our stores to 60 to 65 in Shoppers Stop and by the end of this fiscal we would have 72 stores. We are also looking to open our own five flagship stores by the end of this financial year,” Universal Sportsbiz founder Anjana Reddy said.

She said while the company will be focusing on enhancing presence of the brand in the domestic market, in the next 2 to 3 years, there is a possibility that it would be sold in overseas markets, where cricket is popular.

On association with Kohli, she said: “He is very much involved in the brand and a part of process of selection of design and all of that. It has been two years of association with him.”

Apart from physical stores, WROGN apparels are also available exclusively at online retailer Myntra, which contributes up to 40 per cent of its revenue, she said.

Universal Sportsbiz also has another independent brand ‘Imara’, an ethnic wear fashion line, which Reddy said will also undergo a retail expansion to have 72 points of sales.

About revenue, she said Universal Sportsbiz is aiming sales of 10 million US dollar by the end of this year through both WROGN and Imara brands.