Woodland to increase footprints in UAE, Russia

Footwear and apparel maker Woodland plans to beef up its presence in overseas markets by opening exclusive stores in the UAE and Russia where it has already set up warehouses.

With the overseas expansion, Woodland is targeting 25 per cent export revenue from next year against the current return of 15 per cent. The company's turnover this year is around Rs 1,200 crore.

"The demand for the outdoor category is the same in Russia and the Middle East as it is in India. We will look to gradually expand our presence," Woodland Managing Director Harkirat Singh told PTI.

Singh said the company has recently opened an office and a warehouse in Moscow after a similar exercise in Dubai. In Russia, Woodland has been using online channel for expansion, and in the UAE it has roped in distributors. The company plans to use its Dubai warehouse as a hub for supplying to other Middle Eastern and North African countries.

"We have been selling through distributors in these markets but now we want to grow the brand by ourselves there," Singh added.

Depending on the response to the stores, Singh said, the company could open up to 10 such stores over a period of time.

Through the expansion in overseas markets, Woodland, which also has presence in Hong Kong, is looking at increased contribution from exports.

"The current contribution of exports to the total turnover is around 15 per cent. We want it to be 25 per cent by next year," he said.