Hasbro Clothing launches new brand to tap mass market for branded menswear

Bangalore, India (SANEPR.com) March 25, 2008 -- In an interesting move bound to elate the fashion conscious mass market both in metro and tier II and III cities, Chennai based Hasbro Clothing, today announced the formal launch of Probase, targeted at the mass market seeking mid-priced, branded apparel. Priced between Rs 399 and Rs 750, Probase would feature a wide collection, from formal wear to relaxed casual wear and jeans wear, targeting young adults across age groups.

Hasbro Clothing had test launched the Probase brand in certain key pockets of Chennai and Tamil Nadu last year. After the initial positive response, the brand will now be retailed across India in a phased manner, beginning with key cities and towns in the four southern states. There would be over 200 distribution points by the end of this year. With the launch of Probase, Hasbro Clothing will further enhance its brand portfolio, including the popular Genesis formal wear and Basics fashion and casual wear.

Announcing the launch of Probase, Hanif Sattar, Director, Hasbro Clothing said, “Hasbro Clothing will tap the huge potential mass market price point for branded apparels in smaller cities and towns as well as metros, estimated at Rs 5000 crore. Probase has a mix of fashion, quality and affordability which will allow fashion discerning individuals to take the first step in buying branded garments, at an affordable price. We are confident that Probase will be as popular in this segment, as our other established and premium brands Genesis and Basics.”

Suhail Sattar, Director, Hasbro Clothing, added, “ProBase will have minimal and select presence in our exclusive Genesis Basics outlets. We will make the brand available through a mix of exclusive brand stores, our strong distribution network in multi-brand outlets and other retail stores. Probase will support us in increasing volumes and supporting our aggressive business expansion plans in the next few years.”


ABOUT HASBRO:
Hasbro Clothing is among the leading men’s branded apparel manufacturer and retailer in India with 2 leading brands- Genesis and Basics in its portfolio. Genesis, a classic formal brand is the flagship brand of Hasbro Clothing and Basics is a fashion lifestyle brand, positioned to cater to young adults in the age group of 18-40, who emphasise on smart dressing, even while away from work. Hasbro retails its brands through its exclusive network of ‘Genesis Basics’ outlets spread across Chennai, Coimbatore, Erode, Salem and Tirupur in Tamil Nadu; and in Pondicherry; Trivandrum, Cochin, Calicut, Trissur, Tellicherry in Kerala; Bangalore, Hyderabad, Secundrabad in the South and in Ahmedabad, Surat, Baroda, Noida and Delhi in the North. The brands are also available in Multi Brand Outlets & leading stores in these cities. Genesis and Basics brands are available through exclusive outlets in Sri Lanka and across the Gulf.