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Weekender, a Bengaluru-based apparel brand plans to launch 200 stores across 80 cities by 2012. These stores will be a mix of both company owned and franchised.
The company has been acquired by Primus Retail, one of the leading small format retail chains in India in 2007. After acquisition, Weekender has moved from being a ‘mass-priced’ to a ‘mass-premium’ brand with an average price point of Rs 800 (as opposed to Rs 600 earlier). Six months back, the company has remodelled the brand in order to cater to families.
Presently, Primus Retail operates 60 stores of Weekender (majority of them are franchised) across 40 cities of the nation. Now the company is aiming at the north east region of the country. The apparel brand is also operating through 40 shop-in-shops at departmental stores such as Lifestyle, Shoppers' Stop and Central and is targeting to take this count to 100 in the next 18 months.
