612 League on Expansion Spree, opens 50th EBO

by Shrutee K/DNS

New Delhi: India’s leading kidswear brand, 612 League, achieved a significant milestone, with the opening of 50th store. The store is located at Phoenix Market City Kurla, Mumbai. Commercially launched in the year 2010-11, the brand is known for its imagined in India but international in outlook clothing. It is the first Indian brand to offer complete wardrobe solutions for children with differentiated product range for age group of 6 months to 12 years.

The brand offers global designs and fashion forward styles for Indian kids. It is currently present in 140 cities, with 460 touch points across the country. In Mumbai the brand is also available in multi retail outlets and large format stores in Reliance Trends, Shoppers Stop, Hypercity, Globus, and Central. The brand also has presence on all major e-commerce sites such as Myntra, Flipkart, Amazon, Jabong, Snapdeal, and First Cry.

Spread across an area of 813 sq. ft, the store offers the latest range of apparel for children including tees, shirts, frocks, denims, skirts, shorts, dresses, and even ethnic wear. The 6 year old brand has achieved many milestones, having become a 100 Cr plus company within a short span, with its well thought of designs and seamlessly marrying western styles with Indian sensibilities. 

Manu Indrayan, founder and CEO, 612 League, said: “This is a landmark year for us, with the launch of our 50th exclusive brand store in Mumbai. We are aiming to expand rapidly with a target of doubling our store count by 2020.” He added, “Mumbai is a fashion receptive market and has a huge catchment area for a fashion forward brand like ours. Kurla houses the biggest fashion malls in Mumbai and an EBO in this region would enable us to reach out to a wider consumer base. The positive reception of the brand through large format stores like Shoppers, Reliance Trends, Central, etc. made this step the inevitable way forward. A store in Phoenix market city Kurla gives us opportunity to stand at par with international players.”

The brand through a much calibrated approach is now moving towards widening its product portfolio by including ethnic wear for girls and boys under the brand name 612 Spring Soul & teenage wear for girls under the brand name 612 Fearless.

About 612 League: 612 League – “an imagined in India, International in Outlook” offers a complete range of trendy, high quality, affordable and comfortable apparel for boys and girls, in knits and woven, for both spring summer and autumn winter season.  Within a short period of 6 years, the brand has been able to penetrate the entire Indian market, being available at over 460 POS across more than 140 cities of India.