Numero Uno targets 30% sales from e-commerce in next 2-5 years

09 January 2025, Mumbai

Denim brand Numero Uno expects e-commerce to contribute 30 per cent to its sales in the next 2-5 years. Currently, marketplaces make up 2.5 per cent-3 per cent of the brand’s total net sales, notes Jaiwant S Dhingra, Director-Marketing and Business Development.

The denim brand closed FY ’24 with Rs 500 crore in MRP sales and over 300 EBOs across India. Currently, men’s denim accounts for 28 per cent of the brand’s total revenues while men’s shirts account for 22 per cent, men’s outerwear for 20 per cent and men’s knits for 30 per cent.

According to Dhingra, there is growing willingness amongst Indian consumers to pay a premium for sustainable products, especially those using organic cotton, recycled materials and water-saving technologies. Catering to this demand, Numero Uno has launched two new denim ranges; the ‘Feather Touch’ series of denims that are as light as a feather and feel like absolute butter for the wearer. The brand has also launched the ‘Jog-Jeans’ range, a play on Jogger Denims that offer the best of both worlds – leisurewear and denims.

After strengthening its position as a go-to denim brand in North India, Numero Uno is now expanding in East India. The brand is targeting states like Bihar, Jharkhand, Assam and West Bengal, which hold immense potential, says Dhingra.

Besides, the brand is also expanding in Andhra Pradesh and Telangana. It aims to gain customer’s confidence in these states by launching new MBOs, large format stores and shop-in-shops. It recently opened an EBO at Hyderabad and received positive response to it from customers. Further, the brand looks forward to expanding in Karnataka and Kerala in the coming years, affirms Dhingra.

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