Arvind Fashions Limited (AFL) aims to expand the retail presence of its flagship brand, US Polo Assn, in India. The company plans to tap into growing casualwear demand by focusing on categories like womenswear, footwear, and innerwear, expecting these segments to drive growth. US Polo Assn contributed nearly Rs 2,000 crore to AFL’s Rs 4,259 crore revenue in the last fiscal year, and the company targets scaling it to Rs 5,000 crore.
AFL will increase the brand's presence both online and through brick-and-mortar stores, adopting an omni-channel strategy. Marketing efforts, including collaborations with polo player Maharaja Sawai Padmanabh Singh (Pacho) and previous partnerships with celebrities like Arjun Rampal and Milind Soman, will drive brand visibility.
The brand’s focus also includes expanding adjacent categories, which currently represent a Rs 600 crore business. The company plans to enhance product quality, store experiences, and digital presence. Online sales account for 20-25 per cent of US Polo Assn’s business, and AFL continues to invest in omnichannel integration to provide a seamless shopping experience.
