Brand Concepts Limited

Brand Concepts

About the Company:

Brand Concepts (Incorporated in the year 2007) is engaged in the business of selling licensed fashion and lifestyle brands in category – travel gears, bags and accessories.

Brand Concepts is an offshoot from IFF Overseas, which specialises in the manufacturing of bags, backpacks & fashion accessories for the Indian & International markets.

Company represents a wide mix of International and domestic brands, including but not limited to Tommy Hilfiger, HEAD, AND and Global Desi.They have exclusive franchise of Tommy Hilfiger and Trademark licenses of HEAD, AND and Global Desi.

The brand “Tommy Hilfiger” contributed about 80.77% and 91.12% of our revenues for period ended June 30, 2017 and the year ended March 31, 2017 respectively.

In addition to the licensed brands, Company has also launched two of own brands i.e. Sugarush (ladies hand bags) and The Vertical (backpacks).

Company’s business has grown over the years, so have its product offerings.They launched with travel gears, but now they have added bags, backpacks small leather goods, and ladies hand bags to their product portfolio.

With a dedicated team of in-house professionals that include merchandisers, account specialists and retail planners, Brand Concept services its key retail relationships with unmatched execution and program management.

The team is backed by strong sourcing network, in-house trend-spotting and design teams, coupled with robust logistics and warehousing network.

They do retail sale of the products through Company owned/ franchisee exclusive brand outlets (EBOs) and multi brand outlets (MBOs) across the country.Company has 12 EBOs and 10 MBOs, which are present across the country.

Company’s products are also sold at Large departmental stores and on e-commerce website apart from though dealer distribution network.

They have distributors in about 13 cities across India for distribution of the products. These distributors are responsible for supplying to various mom and pop stores.

Company Sells Products from following Brands:

  • Tommy Hilfiger.
  • HEAD
  • AND
  • Global Desi.
  • Sugarush. (Own brand)
  • The Vertical (Own Brand)


Parent Group Company:

IFF Overseas Pvt. Ltd. is one of the leading manufacturers & exporters of Cotton canvas bags, Hand bags, Denim bags, Canvas bags with leather trims, Polyester / Nylon Bags, Jute Bags and Other Textile Made-ups and Garments.

Brand wise Revenue Breakup: (in crores)

Brand Name 30th June 17 FY 17
Tommy Hilfiger Travel Gears 3.21 28.42
Tommy Hilfiger Small Leather Goods 4.30 23.59
Sugarush 0.44 0.87
The Vertical 0.36 0.99
AND 0.74 —–
Global Desi 0.46 —–
Head 0.07 —–


Top Customers and Revenue Breakup:

Name Revenue (in crores) % as to sales
Myntra Designs Private Limited 11.32 18.16
Shoppers Stop Ltd. 7.28 11.68
Tommy Hilfiger Arvind Fashion Pvt. Ltd. 6.68 10.72
Flipkart India Pvt Ltd 4.78 7.67
Lifestyle International Pvt.Ltd. 3.33 5.35
Jade Eservices Private Limited 2.93 4.71
Central A Division Of FLFL (Future Group) 2.68 4.30


Management Team:

  1. Mr. Prateek Maheshwari (Designation: Managing Director)
  2. Mr. Abhinav Kumar (Designation: Whole-time Director and Chief Financial officer)
  3. Ms. Annapurna Maheshwari (Designation: Non- Executive Director)


Promoters Average Acquisition Cost:

Name of the Promoter No. of Shares held Average Acquisition Cost (in Rs.)
IFF Overseas Private Limited 5,88,000 18.33
Pradeep Maheshwari(HUF) 9,00,000 11.11
Mr. Pradeep Maheshwari 25,25,000 10.30


Objectives of the Issue:

  • To meet the working capital requirements of the Company;
  • General Corporate Purpose;
  • Issue Expenses.


Fund Utilization:

Particulars Amount (Rs. in Crores)
Working Capital requirements 8.51
General Corporate Expenses 2.50
Issue Expenses 1.61
Net Proceeds 12.62 crores


Financials of the Company:

(in Crores) FY 13 FY 14 FY 15 FY 16 FY 17 30th June 17
Revenue  33.31  28.25 38.74  50.66  62.46  10.87
Net Profit  (-1.6)  (-4.94)  1.32  0.91  1.44  (-0.92)


Valuation of Peer Group Companies:

Company Name Face Value EPS PE Ratio
Brand Concepts Limited 10 2.05 21.95
VIP Industries Limited 2 5.38 65.97
Safari Industries (India) Limited 2 23.41 23.26


IPO Details:

Details Info
Issue Opens on 29th December 2017
Issue Closes on:. 2nd January 2018
Issue Price Rs.45
Face Value Rs.10
Minimum Lot 3000
Minimum Investment Rs.1,35,000
Issue Constitutes 26.51%
Issue Size Rs.12.62 cr
Market Cap Rs.47.62 cr
Listing at NSE SME
Total Equity Shares Offered (Fresh) 28,05,000
Equity Shares Prior 77,77,800
Equity Shares after the issue 1,05,82,800


IPO Valuation Parameters:

Earnings Per Share (EPS) Price To Earnings ratio (PE) Return on Net Worth (RoNW) Net Asset Value (NAV)
2.05 21.95 14.07% 14.59


Markets Guruji Opinion:

IPO View Apply For: Expected listing Gain:
Neutral NA NA


Check IPO Allotment Status:

Bigshare Website (Click on the Below Link)


Company Contact Info:
F-55, First Floor, R City Phase 2, Opp. Presidential Towers,
146, Lal Bahadur Shastri Marg, Ghatkoper (West),
Mumbai-400086, Maharashtra, India


IPO Registrar Info:
Bharat Tin Works Building, 1st Floor,
Opp. Vasant Oasis, Makwana Road,
Marol, Andheri East, Mumbai – 400059
Tel: +91 22 62638200
Fax: +91 22 62638299


Lead Manager to the Issue:
159/11, Amar Brass Compound,
Vidyanagari Marg, Kalina, Santacruz (E),
Mumbai – 400098
Tel: +91 22 26528671/72
Fax: +91 22 26528673
Investor Grievance Email: