Woodland to expand footprint via franchise model

Outdoor adventure brand Woodland India is working on a strong franchise store model to grow its presence in smaller cities and towns. It plans to expand into adventure sports gear through large format stores and is also looking to expand to newer international markets.

Woodland Managing Director Harkirat Singh said: “We believe we need to have a strong franchise model as we are looking to expand in more small cities and towns. We are testing the waters with franchise stores and already have about seven-eight of them in the pipeline.”

Singh said the company needs to build a system to ensure the experience across company-owned and franchise stores is consistent. At present, Woodland largely sells its products through company-owned, multi-brand and shop-n-shop stores. The company runs over 480 stores and is in the process of ramping it up by 50-60 stores this year.

Woodland, present across 20 countries, is next looking to expand in Slovakia, Russia, the Czech Republic, Poland and Hungary.

The company marked its entry into China earlier this year. “In markets like China, we are taking our time and if those markets work out, they offer a huge potential,” said Singh. The company is now offering outdoor adventure gear, such as tents, kayaks and mountaineering products, and plans to open large format stores to stock these products. “Adventure sports were non-existent earlier, but now there is growth not only in metros but also in smaller towns. Consumers ask us for specialised backpacks, tents, sleeping bags, etc,” he said.

Since its stores in metros lack enough space, Woodland plans to open super-stores in the suburbs of key cities. For starters, it will have four such super-stores.

Woodland’s Innovation Labs have introduced new product design technologies based on feedback from professionals who work in harsh climates, Singh said.

These include ‘Superlight,’ ‘Heat Lock’ and ‘Storm Breaker’ technologies in jackets, especially meant for adventure sports enthusiasts.

The company said it has almost doubled its turnover over the past five years and touched the ₹1,000 crore-mark last fiscal. It expects this to grow to ₹1,300 crore by FY15.