India : DCM Benetton To Segment Its Stores

Clothing retailer DCM Benetton is segmenting its stores. Rather than sell all its clothes together from a single store, it is separating them into concept stores, reports CNBC India.

DCM Benetton plans to open 15 concept stores across the country. It is segmenting its 85 outlets into three categories for mothers and kids, adults and accessories. It will also introduce a line of lingerie and shoes.

Speaking to CNBC India, Vivek Bharatram, Chairman and Managing Director, DCM Benetton said, "Our product range has increased so dramatically in the last one year and is likely to increase that we believe that our one store can accomodate all our product lines that we offer. We also believe that there are niche markets."

Many of Benettons stores are franchisees. The company will invest Rs 5 crore this year on own stores and expects sales revenue to grow by 25%.