The Hindu Business Line : Louis Philippe targets youth with sub brand Lp

Bangalore, Oct. 26 Louis Philippe, the formal premium menswear brand from Madura Garments, has expanded its offering with the launch of a sub brand Lp targeted at the younger men.

Lp, which is aimed at the jet-setting urban youth in the age group 20-30 years, comes with slimmer fits, more colours, and detailing meant for the younger consumer, said Mr Vishak Kumar, COO – Louis Philippe.

The range will offer work-wear, which can also be doubled up as party wear or for clubbing, said Mr Kumar.

The brand will retain its premium edge at a price range of Rs 1,299-1,899 for shirts and trousers. Lp will also offer knits, jackets and suits.

Expanding presence

The first Lp store was opened on Friday in Bangalore. “The target is to be present in 60 doors, including nine exclusive brand outlets (EBOs) and select shop-in-shops and Planet Fashion outlets in six weeks in cities such as Chennai, Delhi, Mumbai and Pune. We are looking at 30 EBOs in two years,” said Mr Kumar.

Louis Philippe in retail terms is worth Rs 300 crore.

Madura Garments (which owns other brands such as Allen Solly and Van Heusen) has been consistently extending its brand offerings in the recent past — the launch of V. and Van Heusen Woman to name a few.

Brand extension

Mr Ashish Dikshit, President, Madura Garments, Lifestyle and Retail: “Allen Solly is also looking at a brand extension – possibly a younger line for the below 26 years consumer.

“We are constantly looking to leverage our brands into new consumer areas and usage occasions.”

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