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Office1Superstore to tap franchise route

Posted by retailigence on August 30, 2008

“Our typical store size can range from 300 sq ft to 3,000 sq ft and above.”
Bindu D. Menon

New Delhi, July 31 Indo Rama Retail Holdings Ltd (IRRHPL), which has forayed into retail in collaboration with US-based Office1Superstore International, is looking to expand pan-India through a franchise model.
The company, which aims to be a one-stop solution for corporate India’s office supply requirements, said it will invest close to Rs 250 crore for 200 stores by 2011.

Office1Superstore has presence in 40 countries. It follows the franchisee model globally. In India, IRRHPL is the exclusive master franchisee for it.

Currently, the collaboration has over 10 stores. “We are looking to set up both company-owned and franchisee stores to expand our footprint. So far, the office requirement was catered to mainly by the unorganised sector. However, with modernisation, the touch-and-feel factor has come into office solutions as well,” Mr Ashok Srivastava, Chief Operating Officer, Indo Rama Retail Holdings told Business Line.

Driving spirit

He said the driving spirit behind bringing the Office1Superstore concept to India is to recreate here the global success of a brand which has changed the way people look at servicing their office, school, college and home supply requirements with the latest trends in stationery and office products.

Mr Srivastav said the model will also create a large number of entrepreneurs. “Our typical store size can range from 300 sq ft to 3,000 sq ft and above. Hence, it can house a whole gamut of stock keeping units from stapler pins to office cubicles. A franchisee can invest according to its SKU requirements.”

Catalogue marketing

The company is also looking to take orders through catalogue marketing. “This will be a major area for us to focus on. The promise is of convenience, transparency, quality assortment and cooperative buying. Henceforth, the offering to all customers is superior value for money.”
He said company will substantially increase the number of its private label. A large amount of sourcing will be done by the parent company from China. The store will be housed around the central business districts to attract the maximum footfalls.



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