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Antler’s ready for an Indian safari

A source said the company has entered into an exclusive marketing tie-up with Safari Industries (India) Ltd.

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MUMBAI: UK-based luggage brand Antler is entering the local market.
A source said the company has entered into an exclusive marketing tie-up with Safari Industries (India) Ltd. A formal announcement to this effect is likely on Friday.

As per the arrangement, Antler products would be sold through 125 outlets including brand stores, multi-brand premium outlets and lifestyle stores.

The Rs 110 crore Safari Industries plans to expand its network of exclusive outlets from the current 45, with the inclusion of 15 Safari-Antler Premium outlets.

Amul Mehta, chairman and managing director, Safari Industries (India) Ltd said, “I can’t divulge details at this stage, but very soon, we will announce a tie-up with a leading player, whose products will be marketed by us in India.”

Antler is the market leader in luggage and travel goods in the UK, with a market share at least 20% in excess of that commanded by Samsonite.

It also has a strong presence in Hong Kong, Australia, South Africa, the Middle East and Russia.

Antler’s products are aimed at the premium customer. The price range for the products would be Rs 4,695-11,995 in India, the source said.

The company’s products include roller cases, trolleys, laptop cases and casual bags. Notably, it recently introduced ‘Size Zero’, the worlds’ lightest luggage. According to Mehta, the travel goods market in India is estimated to be around Rs 2,000 crore today and growing at 15% per annum.

The premium segment of the market, estimated to be worth Rs 250 crore, is growing at a scorching 35%.

r_mithun@dnaindia.net

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