M&J is turning its focus to increasing penetration of the Asian markets

M&J is turning its focus to increasing penetration of the Asian markets

Bangladesh garment manufacturing giant M&J Group, which supplies retailers such as H&M, Esprit and Gap, is targeting exports to China and India as part of a new strategic growth plan.

M&J has been trying to expand into less traditional markets for the Bangladesh firm, starting with Italy where the company has collaborated with major brands in the luxury denim sector.

It also works closely with a large number of Italian suppliers, primarily for textiles and chemical products, machinery and processing technologies.

Its strategy has led to an increase in turnover of 6.8% for 2017 to US$110m, as well as a rise in margins.

Now M&J, which specialises in denim bottoms and also some non-denim garments for men, women, boys and girls, is turning its focus to increasing penetration of the Asian markets – entering India for the first time and relaunching a new product strategy in China.

Fabio Adami Dalla Val, R&D head and trade marketing manager, says India in particular presents the most interesting opportunities.

"India has always been a rather closed market, especially for competing manufacturers from South-East Asia. Nevertheless the growth-driven economic policies of the country have changed significantly over the past few months, paving the way – among other things – to increase in exports due also to lower duties.

"For a long time India has been considered a market with huge potential for the denim market and is now making its way into the fashion sector both for production partners and brands. The Indian scene is expected to become increasingly interesting, especially for those who can respond to this demand with top-of-the range products and high-end services."

M&J says it has been developing a new product strategy for large-scale Asian markets since the beginning of the year, which will see the launch of a more high-end offer for the menswear market.

The firm's R&D centre created an autumn/winter 2018/19 collection this year called 'Designed for India', which focused on menswear and flex fabrics.