The Hindu Business Line : DAKS to foray into womenswear

DAKS, the British apparel brand, is planning to enter the womenswear segment in India this summer. So far, only the top-end of the men's range of the London brand was available in the country. Both the men's range and the women's range will soon be manufactured in India, according to Mr Anthony Wilson, Managing Director, DAKS Simpson Group Plc.

Forbes Gokak Ltd, which had the distribution rights for the brand in the country, will manufacture the merchandise here and the range is expected to hit the retail outlets in spring/summer. Speaking to Business Line, Mr Wilson said, "While most of the products will be made here, we'll continue to import some top-end products. And the colours, styles and fabric will be chosen to suit Indian conditions. But we do not want to detract from the classic contemporary British style that DAKS is known for."

The womenswear includes T-shirts, trousers, casuals, skirts, dresses and a golf range. The men's collection comprises casual shirts, formal shirts, trousers, chinos, T-shirts and ties.

Currently, DAKS is being sold through 15 outlets in the country and the company plans to double this number in a year's time, said Ms Reetika Mehra Dalal, India Head, DAKS Simpson Ltd. "Most of our present locations are in hotels and niche stores, which have a limited floor space and customer base. That's the reason we are looking at malls and high street stores this year," she explained.

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