Firo Djavanshir, International Franchise & Business Development Director of the
ID Group talks about the success of French children’s apparel retailer, Okaidi, its strategy for global growth and the key drivers behind the brand’s success to date

Specialising in clothing for children between 0-14 years of age, French apparel retailer Okaidi was established as an independent retailer in 1996, when it was spun off from the Camaïeu group. The company has since taken off, experiencing a sustained period of growth.
Launched as a brand in 2000, Okaidi has become a prominent player as a value-clothing retailer, marketing an original range of practical childrenswear; its retail format guarantees a service quality that is second to none. With this mission in mind, the company began its international expansion in 2001 and by 2002 had over 220 retail outlets, of which 30 were in countries and territories such as Europe, the Lebanon, Morocco, United Arab Emirates, Saudi Arabia and New Caledonia.

In 2001, the company also launched a new brand, Obaibi, specifically targeted at the baby and small infants markets.
By the end of 2009, the two brands operated across 670 stores, just 30 short of the company’s year-end target and not bad when one takes the global financial crisis
into account.
This year, the company aims to have between 720-750 stores throughout 60 countries and territories, specifically targeting Russia, Central and Western Europe, Syria, Lybia and Saudi Arabia, and with first stores in Finland, Ukraine, Qatar and Egypt

The ID Group, which operates not only Okaidi-Obaibi, but also Jacadi, Veronique Delachaux (mother-to-be) and Oxybul (toys and learning centres for children), has an international ambition that began about nine years ago. The group plans to reach 1,000 shops for Okaidi-Obaibi within three years, based on the company’s actual development trends. In 2010 it plans to open new shops in Qatar, Abu Dhabi and Dubai.
“Our aim for the next year is to maintain and increase wherever possible the performances of our existing stores, in addition to our programme of new developments,” says Firo Djavanshir, International Franchise & Business Development Director of the ID Group.

“The brand needs to improve its sales performances in certain areas where we face important climate variations, such as South East Asia and in reversed-season countries such as Australia – mainly due to the fact that we cannot supply fresh goods in the seasons as we do with all other countries.”
Outside of its home country of France, Okaidi-Obaibi is in the fortunate position of having a number of what might be referred to as ‘flagship’ stores; thanks to its unique and prestigious position, the Dubai Mall is certainly one such store, as are the Marina Mall and Mall of the Emirates, both of which rank among the top five best-performing malls in the group’s portfolio.

For the full article please see the RLI March 2010 issue