India’s Shoemaker Woodland Enters Premium Bike Segment
NEW DEHLI, India – India’s growing high-end bike segment is attracting new entrants in the domestic market. Delhi headquartered Woodland, a niche outdoor shoe brand positions itself as a rugged, outdoor brand, preferred by adventure enthusiasts is the new entrant in the high-end bike segment.
The company strongly believes that India is an evolving market for fitness and eco-friendly products, growing volumes of premium bike segment and accessories further indicates the growing potential in the market.
Biking: key adventure segment
“We are expanding our outdoor division and identified bike as among one of the key adventure segments to grow in the future,” said Harkirat Singh, Managing Director, Woodland in an exclusive interview with Bike Europe.
Woodland is in the midst of strengthening its outdoor division which includes bicycles, water sports like kayaking, camping and whole array of equipment like tents, lights etc.
The company observed that biking especially leisure-sports is growing in the metros and mini-metros and the segment could be tapped from its big format stores.
“Woodland as a brand identified with adventure sports, lot of queries for bikes are received at our exclusive outlets spread over the country. We find the segment could be exploited considering our brand image identified with adventure sports and gels well with bicycling,” he thinks.
Strong retail base
Woodland has a strong retail base in India with over 600 company owned outlets along with presence across over 5,000 multi-brand stores and all forms of online presence.
Woodland has outlets spreads over 2,000 to 6,000 sq ft area on an average and it plans to showcase it bike range from bigger format stores of 5,000 to 6,000 sq feet area. The bigger format stores have the adequate space to display the bike range and ideally suited to sell whole range of accessories, bike wear, helmet as well.
He further emphasized, “We have a strong platform as a brand and we are keen to expand in the segment pan-India to justify the range, volume and future assembly operation.”
Bike production in India later
Initially, the company gets its bikes custom-built from a vendor based in Taiwan and starts importing few containers. When asked, if there is any plan to enter bike production at a later stage, Singh adds, “It is too early to comment on producing bikes in the future as country already have huge bike manufacturing base. We are testing the water and prefer to position ourselves that attracts certain market segment and stay away from volume driven approach.”
Initially, Woodland introduced a 29-er full suspension Mountainbike range in alloy and carbon in the price starting from €260 (INR 20,000) to up to premium range in between €1,300 to 2,600 (INR 100,000 to 200,000). Such retail prices indicate that Woodland has no plans to enter into mass market and confined itself to the premium bike market targeting the growing lifestyle segment willing to shell out money for a right product.
Woodland is the flagship brand of Aero Group of companies and was born as part of the Quebec based, Canada operations of the group, ventured into the Indian sub-continent in the early 90’s. It has global presence spread with 3 international offices and retail presence in over 50 countries.