Barbie expands in India

Kidswear brand Barbie plans to grow its network in India, taking the total number to as many as 80 within two years.

The Barbie licensee in India, The Shirt Company, plans to take its expansion to second and third-tier cities, where Barbie products are highly in demand.

“Our vision is to be the leader synonymous with world class excellence in product fashion, design and quality in the kidswear market in India,” said Ashwin Shetty, director of The Shirt Company.

The additional stores are expected to increase the company’s turnover to Rs 200 crores (nearly US$40 million) over the next two years and Rs 1000 crore (around US$200 million) by 2020.

Barbie’s owner Mattel and The Shirt Company signed a licensing agreement in 2003. The Shirt Company manufactures, designs and distributes Barbie products through its own exclusive stores, large format stores and e-commerce platforms like Jabong and

Barbie’s products, which include T-shirts, blouses, skirts, shorts, jeans, jackets and many more, caters kids of age 0-12 years old.

The Shirt Company also represents international brands including Esprit, Pepe, Tom Tailor, Mark Ecko, DKNY and Sean John.



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