The Hindu Business Line : Arvind Brands to promote Arrow as a lifestyle brand

New Delhi, June 18 Arvind Brands, the retail division of Arvind Mills, is sewing up strategies to strengthen its retail presence by positioning itself as a lifestyle brand.

Arrow, one of its leading brands in the men’s fashion, is being promoted as a lifestyle brand for the new- age customer.

The company, which has roped in design consultancy firm JHP to add an edge to the consumers shopping, said it is also looking to foray into the women’s formal wear category by next year.

“We are keen to promote Arrow as a complete lifestyle brand. The range will include casual wear, formals and sportswear, besides accessories. “Currently, there are 60 Arrow stores across the country. Plans are afoot to increase the store tally to 70 by the end of this fiscal,” Mr J. Suresh, CEO, brands and retail, Arvind Brands told Business Line.

The company has roped in Italian designer Renato Grande to help forecast colours and styles in men’s fashion. “Earlier, the thrust of the brand was only on formal shirts. However, with formal occasions on the decline and office wear becoming more casual, we are increasing our product offering,” he added.

Mr Suresh said the company has earmarked Rs 20 crore for its store expansion for the current fiscal. It is also scouting for properties in Tier II and III cities to expand its outlets.

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