### **Overview** Superhouse Limited, incorporated in 1980 and headquartered in Kanpur, India, is a leading industrial conglomerate in the leather, footwear, and textile garments sector. Promoted by Mr. Mukhtarul Amin and his family—veterans with over five decades of industry experience—the company operates under the broader **Superhouse Group**, a diversified entity with a legacy rooted in supplying leather and saddlery to the Gwalior cavalry. Recognized as a **Government of India Export Trading House**, Superhouse is **India’s largest exporter of leather products** and the **leading leather exporter in North India**, shipping to over **50 countries** globally, including the US, EU, UK, Middle East, and Asia. The company has set a strategic ambition to become the largest leather exporter in India. --- ### **Business Segments & Operations** Superhouse operates in two primary business segments: 1. **Leather & Leather Products** (including finished leather, shoe uppers, footwear, accessories, and equestrian products) 2. **Textile Garments** #### **Revenue Profile (Recent)** - **Leather & Leather Products**: ₹465.39 crore (Aug 2024), contributing ~91% of total revenue. - **Textile Garments**: ₹64.33 crore. - Total revenue in the reported period: **₹27,351.70 lakh (₹273.52 crore)**, with capital employed more heavily in the leather segment (₹3,355.7 crore). --- ### **Manufacturing & Production Capabilities** Superhouse boasts a fully **integrated value chain** with end-to-end control over production, ensuring quality, cost efficiency, and timely delivery. #### **Key Facilities & Capacities:** - **Footwear**: 3 factories with a combined capacity of **10,000 pairs/day** (men’s, women’s, children’s). - **Safety & PPE Footwear**: Produced using **6 Desma machines**; capacity of **6,000 pairs/day**. - **Non-Leather Footwear** (sports, school shoes): 60,000 pairs/month. - **Finished Leather**: 2.5 million sq. ft./month across 2 tanneries (up from 1.5 mn earlier); raw material partly imported from Italy, Brazil, and Colombia. - **Textile Garments**: Dedicated facility with 100,000 pieces/month capacity. - **Accessories**: 3 factories producing: - Bags: 40,000/month - Belts: 150,000/month - Wallets: 20,000/month - **Equestrian Products**: Dedicated factory manufacturing saddle pads, boots, and protective jackets, emphasizing handcrafted quality. The company maintains **11+ manufacturing units** and an **integrated R&D and testing lab** that simulates real-life conditions for product validation. --- ### **Global Presence & Subsidiaries** Superhouse has a **direct global footprint** through **wholly-owned subsidiaries** in key markets: - Superhouse (U.K.) Limited - Superhouse (USA) International Inc. - Superhouse Middle East FZC - Briggs Industrial Footwear Limited (UK) - Linea De Seguridad SLU (Spain) - LA Compagine Francaise D’Protectio SARL (France) - Creemos International Limited - Rojus Enterprises Limited - Patrick Shoes Limited (UK) – a step-down subsidiary These subsidiaries serve as **marketing and distribution arms**, supporting a **B2B export model** and enabling real-time market intelligence for trend-responsive design. --- ### **Product Portfolio & Brands** Superhouse offers a broad portfolio: - Finished leather and shoe uppers - Fashion and safety footwear (leather and non-leather) - Textile garments - Accessories (belts, bags, wallets, trolley bags) - Equestrian products (saddle pads, riding boots, safety jackets) - Industrial PPE (workwear, helmets, fall protection) #### **Key Brands:** - **Allen Cooper**: Flagship domestic brand, known for **quality, durability, fashion, and value**. Available through over **23 exclusive retail outlets**, multi-brand stores, and major e-commerce platforms (Flipkart, Myntra, Amazon, Ajio). Undergoing a pan-India relaunch with extensions into **safety footwear**. - **Double Duty**: Domestic brand focused on durability and utility. - **Silver Street London**: Fashion footwear brand. - Private labels for global retailers. --- ### **Clients & Approvals** Superhouse supplies to a prestigious international clientele including: - **Uvex Heckel S.A.S** - **Pt Alasmas Berkat Utama** - **High Tech Shoes Pvt Ltd** - **ASOS Plc** - **Lloyds Shoe Company Ltd** It is an **approved vendor** for major global brands: **Walmart, GAP, DKNY, IWA, Filanto, Auchan, Hudson Bay, Andre, and Shoe Fayre**, underscoring its adherence to international quality and compliance standards. --- ### **Sales & Distribution** - **Exports**: Constitute ~72% of revenue, primarily to **Europe** (historically largest market), followed by US, Middle East, and emerging markets like **Russia**. - **Domestic Sales**: Operates **B2C model** under Allen Cooper and Double Duty via retail and e-commerce. - **Sales Offices**: 7 across the US and EU to support international B2B operations. The company leverages **intercompany transactions** with subsidiaries and related parties (e.g., Amin International Ltd, Creemos International Ltd) for material and finished goods, forming a robust group trading structure. --- ### **Strategic Focus & Growth Initiatives** - **Market Diversification**: Reducing dependence on Europe by expanding into **40+ countries**, including **Russia**, where demand for premium women’s footwear is rising. - **Product Innovation**: Investing **0.2% of revenue** in R&D to develop specialty leathers (enhanced durability, eco-friendly finishes) and new product lines. - **Design Capability**: In-house design studio with trend analysis, sampling, and fast-to-market development aligned with global fashion cycles. - **Sustainability**: Pioneered eco-friendly tanning and effluent treatment processes, meeting stringent European environmental standards. - **Operational Efficiency**: Centralized procurement, quality control, and R&D, with decentralized unit autonomy to encourage innovation. - **Digital & E-commerce**: Scaling domestic presence via online platforms to capture growing demand in **sports and kids’ footwear** segments. - **Acquisitions**: Acquired **Nomads Clothing Limited (UK)** in Feb 2024 to strengthen global brand presence. - **Succession Planning**: Grooming next-generation leadership to drive future expansion. --- ### **Challenges & Risk Management** - **Pricing Pressure**: Due to a fragmented, competitive leather industry with numerous SMSE players. - **Export Concentration**: ~72% of sales are export-dependent, mainly to Europe. - **Currency Risk**: High exposure to **foreign exchange fluctuations** due to export orientation. Mitigated via **active hedging** and continuous currency monitoring. - **Supply Chain & Logistics**: Disruptions and rising costs (post-pandemic, geopolitical tensions) have impacted pricing and delivery timelines.