Published
Mar 1, 2017
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Abof in talks with leading retailers to launch SKULT brand offline

Published
Mar 1, 2017

The digital arm of Aditya Birla Retail, 'All about fashion' (abof), is planning to launch Bollywood actor SKULT merchandise in physical stores by next quarter.


abof in talks with leading retailers to launch SKULT brand offline - abof.com


“We are working on plans to take SKULT products to physical stores as there is a consumer out there who is visiting physical stores too. I feel there is a very significant amount of latent demand that exists because the SKULT products we are selling at full price on ecommerce which has never happened. That says the true potential of this brand is very large,” said Prashant Gupta, president & CEO, Abof.com.

The brand promoted by Bollywood actor Shahid Kapoor is in talks with names like Shoppers Stop, Lifestyle, Central and Pantaloons to offer the SKULT products in their retail stores.

 “Shoppers Stop, Lifestyle and Central are the three key names we are thinking of. Fourth we are considering is Pantaloons. We are in conversations with them at this point of time,” Prashant added.

Gupta also added that millennial consumers who are their target consumers for SKULT are actually waiting to lap up to these kind of products offline.

Abof formed an exclusive partnership with SKULT last year. As per the association, the brand’s merchandise is exclusively available on Abof.
 

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