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PETIT ROYAL

— JASMEEN DUGAL

Neha Agarwal opened her doors to the baby bracket with the launch of luxury multi- label kidswear store 'Petit Royal'. ''There is a huge vacuum in the kids' market and we perceive it as a potentially fast-growing industry. Every parent sees their children as an extension of themselves. And taking pride in your kids appearance is as old as parenthood itself! Keeping this in mind, we felt there was real potential in terms of business scalability and sales. That is the inspiration behind our multi-label kidswear store 'Petit Royal' i.e. 'Little Royal' in French. The philosophy is that each child should feel special in our garments. And, we believe in our grandmother's approach — thoroughly check the quality, feel the fabric and then buy for your little aristocrats!''

 

What does buying entail, I ask her? ''Petit Royal offers everything a child requires including apparel, shoes, accessories, stationery, gifts and jewellery designed for kids. We cater to the age group 0-13 years. The store is built in such a way that it is appealing and is of utility to the consumer, as the decision maker is the parent. When it comes to children, nothing but the best will do. So, we are targeting all moms who want their kids to look stylish — by stocking designers who have a unique aesthetic.'' How would you describe the designer-buyer relationship, I persist. ''The designer- buyer relationship is a very intimate one. The buyer needs to trust the designer completely in terms of design and quality. It's a long term relation we aspire to achieve, as kids grow out of clothes quickly and there is constant demand for new apparel, resulting in high profitability and turnover.''

 

What have you learnt about luxury kidswear retail, I ask? ''There's a lot more resilience in the luxury market right now. Luxury kidswear retail has evolved in the past five years and is growing faster than the rest of the kidswear pie. Parents feel kids represent them so they want them to look well turned-out, and they are ready to pay a premium for that. Moreover, social media is making it easier to post photographs of your kids, and both parents and fashion labels are taking this demographic seriously.'' But, who is the average shopper, I persist? ''That depends on the age of the kids. For new borns and infants, parents take the decision; for toddlers it's 50:50; for preschoolers and above, the kids decide.''

 

Wrapping up the interview, I ask her three- year plan for Petit Royal. ''We want to launch an e-commerce portal to cater to our overseas clients.  We also wish to open a second branch pretty soon. Last, but not least, we want to make every child look like a little aristocrat in Petit Royal. Hence, we are currently focusing on creating awareness through PR and marketing. We want our store to be the only destination for moms to style their little royals.''
 

PETIT ROYAL
 
PETIT ROYAL
 
18-MAY-2019
 
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