The footwear major Reebok India is planning to bring in its international kids-only brand, Weebok, into the Indian market by the end of next month.
In international markets, the Weebok brand straddles footwear and apparel for toddlers and children under five years of age. In India, the Weebok range will comprise footwear for toddlers and juniors to begin with.
Since Reebok India sees the introduction of the Weebok range more of a test-marketing exercise, all footwear under the range will be imported.
According to company sources the footwear will be positioned as a top-end brand and priced accordingly. The Weebok range will be available in Delhi and Mumbai to start with, and will be in other cities later. In all, the Reebok brand is currently retailed across 80 exclusive stores, and 600-odd multi-brand outlets.
Footwear accounts for 55 per cent of Reebok India's sales, with apparel accounting for the rest.
According to industry estimates, the kids footwear market is estimated at Rs 1,000 crores. Bata, Action and Liberty are the key major players in this category. Interestingly, however, all the three top brands are priced in the mass segment and the premium footwear segment for children is more or less vacant.
The children's apparel market is estimated at roughly Rs 480 crores. Major players in this category include Weekender Kids, 0-12 Benetton and Lee Kids, among some others.