Voted as 'India's Most Trusted Apparel Retail Brand,' (Brand Equity Survey 2014/2015), Pantaloons, a division of ABFRL has always been one of the most loved large format fashion retailers in India.
Post-acquisition by Aditya Birla Nuvo Limited in 2013, Pantaloons is today the fastest growing large format retailer in the country. The rate of new store openings has increased from one every two months to one every two weeks. The brand is now present in 78 Indian cities / towns.
Pantaloons offers a wide range of brand offerings across apparel and non-apparel categories and across varied price points.
It operates across categories of casual wear, ethnic wear, formal wear, party wear and active wear for men, women and kids. Womenswear is the lead category contributing to half of total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion jewellery and watches.
Post-acquisition by the Aditya Birla Group, significant investments were made focused on store upgradation, expansion, deeper pan-India penetration, portfolio enrichment, brand building and organisation processes to lay the foundation for its future growth. The brand is now present in 78 Indian cities / towns.
Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian middle-class with an indigenous fashion retail format. Consistent with the times, the model was of a discount fashion retailer.
Pantaloons today retails over 200 licensed and international brands, including 24 exclusive brands.
The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk, Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands licensed on a long- term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candie’s New York.
The company launched six new brands in FY'15, including Alto Moda, SF Jeans, Candie's New York, Byford, Poppers and Chirpie Pie.
Pantaloons also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England and People in menswear; Van Heusen and Allen Solly in womenswear, and Allen Solly Junior.
It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear; BIBA, Global Desi, and W in women's ethnic wear; Barbie and Ginny&Jony in kidswear.
Pantaloons is available on all leading e-commerce portals.
Pantaloons enjoys a loyal customer base of over 6.5 million (as of FY'17), which is one of the largest among apparel retailers in the country. It runs its own four-tier loyalty programme called "Greencard".
PFRL's comprehensive marketing strategy is a mix of traditional and new-age communication. It also exploits digital media to reach out to the Internet community. Additionally, it runs varied store and brand launch events and promotions, besides corporate tie-ups to enhance brand visibility and recall.