Pavers England takes franchise route to launch maiden outlet

Jul 20, 2009

Pavers England Footprints Limited, a joint venture between the UK-based US$60 million Pavers Foresight Smart Ventures and Chennai-based Forward Group, has announced the launch of its first exclusive franchise outlet at the departure terminal of Domestic Airport in Chennai. Further, the company plans to open 10 more franchise outlets by 2009-end.

Speaking on the store launch, Yavar Dhala, managing director, Pavers England Footprints said, “We initially entered the country with a concessionaire route but in our experience, the franchise model will provide exclusivity, and allow us to showcase the entire range of SKUs. Our focus is on providing the customer the same ambience and customer service which is available in our stores in Europe“.

“We have had a good launch phase with presence in 40 MBOs across the county and we have also launched the innovative concept of “Destination Stores” where we partner exclusively with select MBOs in each geography to carry our entire range,” Dhala added.

It seeks to open 10 exclusive franchise stores by the end of 2009 with an average store size of 1,000 sq ft, while it also plans to increase the number of multi-brand outlets to 100 by September. The company is looking for individual outlets/retail groups with a track record in retailing and managing international lifestyle brands. The company plans to be present both in single brand and multi brand outlets.

Through the franchise arrangement, Pavers England provides every franchise partner training in front end training spanning retailing, visual merchandising, CRM etc., both in UK and India to maintain the high standards set by the brand in the European markets.

Pavers England, which entered the Indian footwear market in April 2008, has a presence in across 10 cities and 40 outlets. The brand has surpassed sales targets and achieved sales of 15,000 pairs giving a turnover of US$ 500, 000 in the first year itself, it is claimed.

“Pavers is the only international footwear retailer to set up an R&D (research and development) and a retail network in India. We are working on a concept of integrated supply chain business model,” said Utsav Seth, chief executive officer, Pavers England Footprints.

The brand is currently retailed through concessionaires which include Reliance Footprints, Lifestyle, Loft, Central, Kobler, Regal, Fairdeal, Wings and Heels across the country.