FOR KIDS TO STEP OUT IN STYLE

In this interview, Alexandre Cunha, Director, Metro Kids Company, shares his plans for the India market. 

Founded in 1989, Metro Kids Company (MKC) is a 100% European trademark with several stores around the world, in countries such as Portugal, Spain, Morocco, Chile, China and Saudi Arabia. The MKC brand has always been committed to impeccable design and product quality, thus using only the best raw materials in order to reach the highest possible quality levels. Until the products reach the end consumer, they are subject to a strict quality control process in order to meet its customers’ demands. Excerpts from the interview: 

What is the USP of Metro Kids Company?

In each store, you will be able to find three different and well-defined environments: newborn, baby and kids. Each area is perfectly organized so as to provide easy access to all proposals presented in each season. The newborn collection is presented in an exclusive area where single detail is carefully planned. Our baby collection proposes very refined sets in terms of details, prints, and designs for each collection. The fine fabrics and elegant cuts together with the carefully selected colors grant this collection a classy profile. Finally, the kids’ collection is characterized by the irreverence of its designs and the richness of its details, as well as its amazing and trendy colors. 

The kids' segment consists of three distinct lines: comfort is the key factor in the Teddy line, with its bright and joyful colors and its own mascot who experiences different adventures in each season. The Polo Team line is richer in details and embroideries so that each polo shirt has its own Metro Kids distinctiveness. Finally, the Classic line is made up of noble fabrics and delicate cuts, helping the company to stand out anywhere in the world. In order to guarantee a well-functioning process from manufacturing the product to its sale, it is essential for Metro Kids Company employees to be particularly sensitive to working with this type of product. Therefore, and thanks to the uniqueness of the products available at the franchising stores, this brand is a favorite among the little ones and admired by the grown-ups. 

What insights have you gained about the Indian consumers so far?

Because I travel around the world, and I see the potential from the Indian market, this is a huge market and they don’t have any competition from our quality and designs at the moment. We have a plan to open 20 shops and in future will franchise also. 

Who will be an ideal partner for you?

We will look for people who have good taste in clothing lines for children and those who believe in being associated with a company that has a firm commitment to quality and service. 

What is your business model?

We have a very sound business model and plan in place, and that includes a strategy for franchise partners too. Normally within 18 to 24 months, the franchisee starts getting payback from the investment. In the meantime, we will also have our own stores as we need to control the business. This is the model that is followed across Europe too.

How big are your India plans?

We plan to open 50 shops in five years.