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Purvita Chatterjee

Mumbai, Feb. 6 Raymond Ltd is planning to set up a new design team for its soon to be re-launched prêt brand - Be:

Mr Deepak Khetrapal, the newly designated COO of Raymond Ltd, told Business Line, “Be: is being reinvented and would have a separate set of designers. We plan to bring back the brand during the course of this year.”

Having replaced the Be: stores with the company’s apparel brands, Raymond intends setting up new Be: shops in locations more suited with the new profile of the brand.

“The Be: brand will be back in a new avatar and the brand will have a new philosophy and strategy.”

Replacing the high-profile designers who brought in their own labels under Be:, Raymond would now be creating its own designs for the brand which may continue to be an upmarket one in Raymond’s portfolio.

“Be: may still be an upmarket brand but will be made by our own set of designers,” states Mr Khetrapal. Maintaining a premium image in women’s apparel, of late Raymond has extended its Park Avenue and Color Plus brand to woman’s apparel.

“Each of our brands has a separate design team and we will be meeting the all apparel requirements of women,” he added.

In fact, Raymond is making sure that none of its brands are mass market and this includes even its FMCG brands belonging to its group company — JK Helene Curtis.

Its two toiletries brands – Premium and Park Avenue – will soon have an increased price range to signify their positioning in the market.

“There would be a new pricing strategy for both the brands of Premium and Park Avenue. There would be an increase between 100 and 150 per cent in the pricing of the range,” says Mr Khetrapal.

The Rs 600-crore apparel division (under its subsidiary company of Raymond Apparels) has grown the fastest among all divisions and subsidiaries of Raymond Ltd.

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