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Sravanthi Challapalli

Chennai April 18 Urbana, the premium menswear brand from Indus League, has begun to set up exclusive stores. The first store was soft-launched in Kochi two months ago and the second, in Bangalore recently. It has plans to open seven to 10 stores by December.

Ms Asha Shridhar, Brand Manager, Urbana, told Business Line that the company would launch a media campaign once distribution was widened. Right now, Urbana is distributed through 30 stores, including all Pantaloons outlets across the country and four Central Malls in Bangalore, Pune, Hyderabad and Vadodara. One more exclusive outlet in Bangalore and another in Hyderabad will be opened this month.

Urbana apparel is available in a variety of special finishes, and unlike other brands, these clothes are available all through the year and not as a seasonal/one-off collection, Ms Shridhar claimed. In all, there are seven technologies used in Urbana, including those that make the clothes sweat-free and odour-free. Other technologies include treating clothes with anti-microbial properties and infusing them with Vitamin E to protect the wearer against UV rays, she explained.

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