MUMBAI: Danish major Ecco shoes launched its operations in Delhi with the introduction of its premium golf footwear priced at Rs 26,999.

The company also launched its formal and casual range for men and women. These shoes will initially be available in three cities - New Delhi, Mumbai and Chandigarh and will be retailed out of Shoetree outlets.

In the first year of operations, a budget of Rs 10 million will be allocated to support a very selective marketing effort focused at the concept stores.

The shoes will soon be available at other select high-end stores as well. The company also plans to open two “Concept” stores in its first year of operations, the first of which in New Delhi, will be announced within a fortnight. The initial likely investment of the franchisee is up to Rs 10 million in an Ecco Concept store by a franchisee.

The company’s distribution model will be very selective. Ecco shoes will be only available in a few hand picked outlets, in addition to the concept stores, in keeping with the premium positioning of the brand.