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Rosebys, National Textile Corporation sign retailing alliance

Through the public-private partnership, Rosebys and NTC will tap the potential in tier 1 and 2 cities to become a major player in the segment by next year.

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Rosebys Interiors India, the home decor and lifestyle products subsidiary of Sanjay Dalmia-promoted GHCL that runs Rosebys chain of stores, has entered into a deal with the National Textile Corporation (NTC) for retailing home furnishing products through the latter’s chain of stores.

Through the public-private partnership, Rosebys and NTC will tap the potential in tier 1 and 2 cities to become a major player in the segment by next year.

About 90 stores of NTC will be transformed by Rosebys into Rosebys@NTC. The partnership has been signed for a period of nine years and will work on a revenue-share basis.

“The private-public-partnership that we are doing is largely for organised retail and bringing out 90 stores (of NTC) under the Rosebys@NTC brand, where we will be spending Rs 30-40 lakh on converting each store,” Nikhil Sen, managing director, Rosebys Interiors India, said in a telephone interaction.

Rosebys will do so in two phases, over a year. In the first phase it will rebrand 50 NTC stores and remaining in the second phase.
NTC will provide the material input from its modernised mills and Rosebys will be responsible for the creative value addition and marketing.

Rosebys has outlined a Rs 100 crore marketing spend over 5 years, Sen said.

“Over and above that, we will be looking at a lot of joint initiatives especially in places like North East and Jammu & Kashmir,” Sen said.

The stores will have the entire range of Rosebys products (bed sheets, bed covers, duvet) made from fabrics provided by NTC’s modernised looms.

Besides, the stores will also stock products like vases, frames,
cushions, lamps and candles.

Rosebys has a presence in markets such as Punjab, Gujarat, Kolkata, Andhra Pradesh, Delhi and NCR, Karnataka, MP and Chhattisgarh through 50 exclusive stores, 20 shop-in-shops in Style-Spa, Debenhams and Home Stop stores, and 30 other points of sales.

Rosebys has another partnership with premium furniture chain Style Spa for opening 100 stores under revenue-share.

FinanceAsiaNTC is aiming to turn itself from a spinning company to an integrated textile company consisting of ginning, spinning, weaving, processing and garmenting, and reaching a turnover of Rs 2,014 crore by the year 2014.

It is also planning to set up two mills, one each in the north and south of the country.

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