In an exclusive interview with BW Retail World, Harkirat Singh, the Managing Director, Aero Club (The maker of Woodland & Woods), shared insights about the company’s financial plans and how the company changed its marketing strategies post the pandemic.
“Last year was basically the time when we came out of the pandemic and we started going on the path to be at par with the year which was pre-covid, so we were able to do that with the help of the online approach. We combined our online presence with the strategic opening of new physical stores,” he said.
The company closed Rs 1,200 crore in the previous financial year.
Currently, the brand is opening new stores, but they’re being cautious about the store locations, “We are not going very fast with expansion, we are very careful and we want to only stores where we are 100 per cent sure that the business will be there,” the MD stated.
He added, “We are going to some very elite malls as well as we are opening bigger stores because we have a wider range of products. All of these steps are just to adapt to the markets the way it is behaving.”
While talking about the brand’s marketing strategies, Singh said that the company is focusing a lot on digital and its marketing strategies has changed compared to earlier time. Now the brand is looking forward to collaborating with influencers, bloggers and many more.
This year the company is expecting to grow 15 per cent year-on-year (YoY), Singh revealed and expects online sales to contribute 30 per cent of the overall sales.
According to him, in the last financial year, the footwear category of the brand continued to be its leading category, contributing 50 per cent of its revenue, followed by the apparel segment with 30 per cent contribution and the rest 20 per cent came from the brand’s accessories segment.
