Splash eyes revenues of Rs 150 crore; plans 21 stores by year-end

BENGALURU: The Landmark Group’s international youth oriented hi-street value fashion brand Splash is eyeing revenues of Rs 150 crore this year. The brand, closed last year with 12 stores across India and is planning to increase the count to 21 by the end of 2015.

Additionally, company sources told that Splash was also looking at spending more than five per cent of its revenues towards ATL and BTL activities.

Splash has 200 stores globally, had revenues of Rs 90 crore last year across an average store count of eight in India.

In 2015, the brand has already launched four new stores including one in Mumbai taking the count to 16. Now, Splash has unveiled its 17th store in the country in Bengaluru’s hi-street – Commercial Street, on 23 May. Next on the cards is a store launch in Noida in the near future.

At the Bengaluru store opening, Splash also launched its new collection Love Summer.

“Splash is consistently involved in delivering high fashion season after season. We are delighted to bring out the best of the brand’s personality and sync it with our new collection - #LoveSummer - this season’s key collection, which has an easy tropical vibe to it. Consumers have received the collection very well. It is young, tropical, quirky and conversational – a true reflection of our customer. With Splash’s launch at Commercial Street, we look forward to increase our reach to the fashion enthusiasts of Bangalore,” said Splash COO Kalyan Kumar.

“Our ATL activities include bursts of radio a week either way of a new store opening or the launch of a new product line, with some print and online campaigns. We also do a number of BTL activities, like in the case of the store launch today, where we have the band ‘Peepal Tree’ performing at the store. A number of models wearing Splash attire that will along a part of Commercial Street before entering the store and walking the ramp set up for the fashion show organized by Sheetal Mehra,” Kumar added.

“In the middle east, we are present on television and across many locations. In India, presently we are located in 10 cities. Once we reach a reasonably good store count in the country, we will use television as we do in other geographies,” informed Kumar.

The average Splash store witnesses around 400 customer walk-ins daily, with an average conversion rate of 30 per cent. Some of the stores located in hi-streets and malls have a conversion rate that is as high as 38 per cent, while the laggards report rates of around 24- 26 per cent.

Splash’s online campaigns cover the usual social sites such as Facebook, Twitter, Instagram and Youtube. Mindshift along with the company manages the online creative duties for the Splash, while media buying is done by the parent group Landmark through GroupM.

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