After tying up with about a dozen e-commerce websites for sale of its apparel brand Allen Solly, Aditya Birla Nuvo-group said it expects the platform to contribute about 3-5 per cent of the brand’s total sale.

“This channel (websites) is currently in its infancy stage, and the contribution is insignificant. However, going forward we expect a 3-5 per cent contribution from online sales,” Allen Solly Head (Brand) Sooraj Bhatt said.

According to current trends the demographic profile of online shoppers is between 18 and 30 years and “they are the perfect TG for the brand. Hence the presence of the brand on this medium is critical”, Bhatt told PTI.

At present, Allen Solly products are available on Jabong, Myntra, Flipkart, HS18, Yebhi, Fashion and You, Lime Road, and Fashionara.

On whether the brand would tie-up with any more sites, Bhatt said: “We are approached by new e-commerce sites on a regular basis. However, we look into a lot of details, and based on the website’s positioning, the consumer proposition and terms of trade we take a decision to partner with them.”

Allen Solly is up for a re-branding exercise and has planned to increase its store presence to 150 by this year-end, aiming a 20 per cent growth this fiscal to achieve Rs 600 crore turnover from last fiscal’s Rs 500 crore.

The brand is also expanding its product portfolio with special focus on belts, bags, wallets, women handbags, and is planning to launch its footwear range in autumn-winter 2012.

“Allen Solly is also eyeing a possible foray in the kidswear segment. Currently, the brand has introduced its offerings in select geographies only. We are in the test phase for the kidswear segment,” he said.

Allen Solly, which is a brand of Madura Fashion & Lifestyle -- the retail arm of Aditya Birla Nuvo, has a portfolio of 30 product brands.

Related Topics