Blue Mercury Apparels, the makers of men’s casual wear brands, has set its plan to open 20 exclusive brand outlets (EBOs) and expand to 250 more retail points with its offerings during 2014-15. At present, the Bangalore-based company has 15 EBOs and presence in 315 retail points across the country, but pre-dominantly in South. The company’s marketing strategy of targeting tier-2 cities, focussed on youth who are inclined to music, holidaying and art, has paid good dividends. The price range of the brand ‘Blumerq’ T-shirts, denims etc. is competitively placed between Rs 399- Rs1,899 and this expansion of the company’s EBOs will bring new business opportunity to signage players whose activities revolve around in-shop displays, designs, branding, etc.
