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Swetha Kannan

Scouting for right partner to set up exclusive brand outlets

MORE STORES: A Louis Philippe showroom

Bangalore June 26 Madura Garments, part of Aditya Birla Nuvo, is keen to expand its overseas retail presence to more locations.

It is looking at the markets of East Africa, West Asia, South Asia and South East Asia to set up exclusive outlets for its lifestyle brands (Louis Philippe, Van Heusen and Allen Solly) and Planet Fashion multi-brand stores.

Madura Garments already has a small presence outside India — in West Asia, where its brands are being sold in department stores and across 10 Planet Fashion outlets.

The company also has a couple of exclusive Louis Philippe outlets in West Asia, which are 2-3 years old. West Asia accounts for 6-10 per cent of Madura Garments' sales. Madura Garments also has an exclusive store for Allen Solly in Kenya (East Africa).

Said Mr Hemchandra Javeri, Senior Executive President, Madura Garments - Lifestyle brands and Retail: "We are looking for the right partner to set up exclusive brand outlets (EBOs) for all our lifestyle brands and Planet Fashion stores. We have been approached by many people, but we will go about it in a measured manner. We will start with Louis Philippe stores and then follow it up with EBOs for our other brands."

The apparel company is looking to set up about 10 Louis Philippe EBOs overseas in three years. The company also intends to pursue an aggressive retail expansion plan in India.

It currently has about 75 Planet Fashion stores and about 30 exclusive outlets for each of its lifestyle brands.

Recently, Madura Garments underwent an internal restructuring that saw Allen Solly, Louis Philippe and Van Heusen being categorised under the `lifestyle' segment, while the Peter England brand was classified under `value-for-money'.

Denim wear

Meanwhile, Madura Garments is looking to strengthen its denim wear offerings under its lifestyle labels.

The company recently decided to phase out its jeans brand San Frisco from the market and focus more on its other brands.

"Till now, jeans wear had been a small part of the portfolio of our premium brands. We will now strengthen the denim component of these brands in terms of volumes and quality," said Mr Javeri.

Aditya Birla Nuvo finished the last financial year with a consolidated turnover of Rs 8,258 crore, with branded garments business contributing Rs 670 crore.

More Stories on : Retailing | Readymade Garments | Brands

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