Retail expansion and brand extensions – this is the growth route that accessory brand Bulchee has chalked out for itself.
Founded in 1988 by Sangieve, a pass-out from Cordwainers Institute of Leather Fashion and Technology, London, and ARS Sutoria School of Fashion, Milan, Italy, Bulchee operates in the space of “poshing-up” people.
Brand concept and positioning
Offering a diverse and unique range of accessories, Bulchee encourages customers to add to their wardrobe, exciting accessories to match every outfit. The target audience for Bulchee includes men and women in the age group of 25-45 years.
Bulchee is available in the Middle East, India and select countries in Southeast Asia.
The brand has 6 EBOs in Bangalore and Mumbai. The current EBOs have an average area of 250 sq ft and the retail design has been put together by the award winning designer Neil Foley. The average cost of interiors is Rs 3,000 per sq ft.
Bulchee is also available at leading chain stores like Shoppers Stop, Lifestyle, Central, Westside, Landmark and Metro Shoes, with some of them operating in the shop-in-shop modules. Besides this, the brand is available in another 300 premium apparel and footwear outlets across the country. The store’s visual merchandising is put together by the in-house design and marketing teams in partnership with the advertising agency.
Product portfolio and price points
Being a premium accessories brand, the Bulchee product range includes men’s belts, wallets, ties, handbags for women, and small accessories. The leather belts provide a wide choice of finishes and colours complemented by buckles in varied shapes, finishes and coatings, while the handbags for women are a delightful combination of colours, constructions and premium leather finishes. Each bag has special elements such as handpicked hides, exclusively designed lining materials, compact yet spacious construction, functional details and sleek hardware.
The accessory collection is crafted with an uncompromising approach to quality, with an eye on details. This year, the brand test marketed and launched a range of ties at select doors. These ties are made from intricate jacquards in polyester and silk, using Italian technology and handcrafted for the perfect fall. The bestselling product in the brand’s portfolio are men’s belts.
The brand’s products are comfortable in terms of usage and priced sensibly.
An experienced design team puts together the collections, drawing their inspiration from nature, architecture and other facets of life.
The company has aggressive expansion plans and aims to grow from the current 6 stores to 20 stores by the end of this financial year. This growth, planned across southern and western India, in cities like Mumbai, Pune, Bangalore, Chennai, Hyderabad, Coimbatore and Mangalore, will largely be through franchisee owned stores. The brand also has plans to expand its product portfolio in the near future.