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Purvita Chatterjee

Mumbai , Feb. 23

, Segmenting the womenswear market, Allen Solly has decided to move beyond work wear for women to graduate to occasion-based clothing.

Claiming to be the fastest growing brand in the Madura Garments portfolio, womenswear from Allen Solly has been growing at 55-60 per cent consistently for the past few years.

While the small base of the brand has helped the brand clock a faster growth rate, the brand is now poised for further segmentation within its existing range with almost 20 new segments planned.

Mr Hemchandra Javeri, President, Madura Garments, said, "There will be almost 20 segments within the brand that we are looking at. This should include occasion-based apparel and more accessories."

Considering women are seeking different clothing for a variety of occasions, Allen Solly has decided not to restrict itself to a workplace-oriented brand for women.

Said Mr Javeri, "Today a women does not dress to go to work, she may go to a mall or even visit friends. We are looking at creating clothing to cater to these different occasions."

"We are evaluating more categories in accessories and these could be areas ranging from footwear to mobile case holders."

The brand intends entering into a licensing partnerships with manufacturers of such products.

At the same time, Allen Solly will be expanding its number of retail stores across the country. Apart from metros and mini metros, Allen Solly will now open its exclusive women's stores in the North-eastern States such as Assam and Meghalaya.

As far as stretching the brand into new areas such as kids wear, Mr Javeri said, "There is a different set of drivers needed to get into the kids segment but we are always looking at opportunities."

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