The Hindu Business Line : Vimal launches brand outlet in Chennai

Chennai, March 7 Reliance Industries’ textile brand, Vimal, launched its new-look exclusive brand outlet in Chennai on Friday. Announcing the launch, Mr Srinivasan Padmanabhan, COO of the brand, said the company intends to open 20 such flagship stores across the country by December. He also said that in quick time, there will be women’s wear under the Vimal brand as well.

After the brand’s re-launch in October last year, the company opened its first showroom with a new logo and a new range of products in Ahmedabad. The second one came up in Bangalore, and another in Mumbai. Chennai is the fourth, which will be followed by one more in Bangalore and one in Kochi.

“All these EBOs (exclusive brand outlets) will be company-run, though some could be franchisee-owned,” he said.

Sub-brands

It also launched three sub-branded ready-to-wear products and fabrics — Vimal Red, Vimal White and Vimal Black. According to Mr Padmanabhan, while Vimal Red — priced in the range of Rs 600 to 1,000 — is aimed at a price-sensitive market, Vimal White and Vimal Black are premium brands. Apparel under the Vimal White brand are “innovative and would appeal to those who would like to cut a trendy image”.

They are priced in the range of Rs 1,099 to Rs 1,500. Most of the products under the Vimal Black brand are imported. The high-end apparel brand will sport tags upwards of Rs 2,500.

While Vimal Red and Vimal White are also sold through over 300 multi-brand outlets across the country, Vimal Black is available only in the EBOs.

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