Woodland eyes new categories, to launch off-road bicycle

Footwear and apparel firm Woodland is gearing up to add new categories to its outdoor portfolio and is launching its range of premium mountain bicycles.

The company, which is looking at 15 per cent overall sales growth over last year's Rs 1,200 crore, plans to launch the new bicycles in select cities, including Delhi, Bengaluru and Chandigarh before scaling up its sales reach.

"We feel outdoor is a very important category and we are right in the middle of it. Market is experimenting with new things...So we looked into the category of cycling as we have seen lot of youth getting into cycling mode," Woodland Managing Director Harkirat Singh told PTI.

He however said Woodland's bicycles will not be in the mass segment and would be positioned as premium products suited for outdoor activities like mountain biking.

"Our bicycles will be in premium segment with prices starting around Rs 15,000-20,000 and going up to Rs 1 lakh. We feel today there is a market for these products," Singh added.

The company has tied up with a leading bicycle manufacturer from Taiwan for sourcing the products, he said.

On Woodland's plans to add new categories, he said: "When we go into cycling, we can also do a lot of other products which are associated with it, such as helmet, clothing, safety pads and bags to fit on cycles."

The firm will even look into bringing special vehicle roof stand for cycles targeting urban customers who want to go for outdoor adventures, he said.

Initially, out of the 600 stores of Woodland across India, the company will introduce the bicycles in select stores in Delhi, Chandigarh an Bengaluru, he said.

"After assessing market response we will gradually expand and go to other stores. However, cycling is a habit which is growing across India," Singh said.

When asked about other categories which Woodland is looking to enter, he said the company would soon expand its range of water sports with a series of products such as surfing board, kayaks and diving watches.

Moreover, skate boards and associated gears, safety kits and shoes along with skiing boards with necessary equipment are also being considered.

On the overall revenue growth of the company, Singh said Woodland is looking at 15 per cent increase this year. It had a turnover of Rs 1,200 crore last fiscal.