With the retail scene going through a boom and every retail chain marketing itself aggressively, the Rajan Raheja promoted retail chain ‘Globus’ has chalked out ambitious growth and brand building plans. The chain, which currently has 12 stores, plans to open 13 more outlets this year. Launched in January 1998, Globus plans to open stores in Ahmedabad, Vashi, Pune, Hyderabad, Nagpur and Lucknow.
Globus is also aggressively focusing on building the brand and making it more visible in existing markets. The Rs 100-crore group is currently focusing on its own brand of merchandise under the labels ‘Globus’ and ‘F21’. In the last one year the group has focused on above-the-line brand campaigns, loyalty programmess, and even a fashion portal called GIX, which specifically targeted the youth. The fashion portal assists the target audience to not only find out the latest trends but also designing one’ own clothes.
Taking a step further in brand building, Globus has signed on Soha Ali Khan as the ‘Face of Globus 2006-07’.
Vinay Nadkarni, CEO, Globus, said, “Globus stands for cool and casual fashion for today’s Indian youth who are very comfortable with their Indianness. Soha reflects this very attitude and comes across as a modern and confident youngster who strikes a perfect balance between the western style of dressing and Indian fashion.”
Globus will launch its first campaign with Soha in mid-April 2006. This would include outdoor and print. With this initiative Globus hopes to recreate the magic of fashion amongst the youth.
Talking about her association with Globus, Soha said, “I strongly feel that style is an attitude that makes an individual. This is easily portrayed in all the Globus designs, and I feel extremely privileged to be the ‘Face of Globus’ in the coming months. A visit to any of their stores will make you fall in love with the brand because of their simple yet stylish designs.”
Globus currently has over 225,000 sq ft of retail space and plans to add 1 million sq ft through its pan-India presence.