Royal Sporting House (RSH), which is the exclusive distributor of the New Balance brand in India, is targeting sale of 50,000 pairs of New Balance shoes in the first year of distributing the US-based sports shoe.
With Bret Lee endorsing the brand globally, RSH will exploit the relationship with a range of India-specific advertising with the cricketer. It will spend Rs 2 crore on advertising this year. New Balance shoes and apparel are available at all RSH stores and Shoppers Stop outlets.
Talking about RSH’s expansion plans, chief operating officer Bhupendra Nagpal said, "Currently we have 40 showrooms across 11 cities. This year we will concentrate on expansion across the cities by opening more stores. Our focus will continue to be the metros."
The shoes will be imported from factories in Malaysia, US and China. With global sales of $1.3 billion, Boston-based New Balance Athletic Shoe Inc manufactures width-sized footwear and apparel for men, women and children. The range includes running, cross training, walking, basketball, tennis, golf and casual shoes. In India its range includes sandals, running, cross training, walking and trail running shoes in the price range Rs 995 to Rs 2,995.
RSH is a multi-brand retailer and distributor. Besides New Balance, it distributes brands like CAT and Umbro, and retails a whole range of brands like Reebok, Nike etc.