The company says that the family store offers shoppers an integrated fashion experience across men’s, women’s and kidswear categories
Kewal Kiran Clothing or KKCL, a homegrown fashion company, has expanded its retail footprint with the opening of its first family store in Chhatrapati Sambhajinagar (formerly Aurangabad). Bringing together Killer, Kraus and Junior Killer under one roof, the new format aims to strengthen KKCL’s evolution from a denim-led business into a comprehensive lifestyle fashion destination.
The company said that the new store offers shoppers an integrated fashion experience across men’s, women’s and kidswear categories. The family store highlights the growing role of Kraus in women’s fashion and Junior Killer in kidswear.
“Today’s consumers are looking for convenience, variety and a seamless shopping experience. Our family store format brings together our strongest brands in one destination, allowing us to serve the fashion needs of the entire family,” stated Hemant Jain, Joint Managing Director, KKCL.
KKCL is targeting Rs 1,500 crore milestone by 2028. In an interview with BW Retail World earlier, Jain added that Killer has been growing steadily at 12 to 18 per cent annually over the past three years. Its strength lies in maintaining both market share and profitability, especially when competitors like Levi’s, Lee, Pepe, and Spykar have faced challenges.
Lawman has undergone a major strategic shift. Traditionally seen as a wholesale-driven brand, it is now becoming more retail- and Gen Z-oriented, he added. “We are positioning Kewal Kiran as a house of brands. While we began with men’s casual wear, the portfolio now includes semi-formals (Easies), women’s wear (Kraus), value wear (Integriti), and kids’ fashion (Junior Killer). Once these verticals mature and stabilise, you will see larger-format, multi-brand stores that represent KKCL’s complete lifestyle ecosystem,” he explained.
