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Bindu D. Menon

New Delhi, Oct. 13 Allen Solly, the ‘smart casual’ apparel brand from Madura Garments, is gearing up to become a complete lifestyle brand.

With a brand transformation plan in place, Allen Solly is introducing accessories, innerwear, women’s footwear, eyewear and fragrances. It had launched kidswear earlier.

“We are looking at stratification of the wardrobe. While more casual lines have been introduced, we are looking at widening our product basket. It is not a transformation from formal to causal but an upgradation to include a larger product assortment,” Mr R. Satyajit, Chief Operating Officer, Allen Solly, said.

Allen Solly has been positioned as a brand offering semi-formal and casual apparel , especially for the workplace. Formal wear contributes 10 to 15 cent of the turnover, evening wear brings in 10 per cent while 65 per cent is from casual wear.

“There has been a significant growth from our casual wear portfolio. We hope the new line will also attract consumers,” he said. The organised men’s innerwear market is pegged at Rs 2,400 crore and growing at over 40 per cent.

The company has also roped in leading design and consultancy house, Shining Strategic Design, headed by Shombit Sengupta. Allen Solly, which had an annual sale of around Rs 250 crore, contributes 28 to 30 per cent to the turnover of the A V Birla group-owned Madura Garments, which also has prominent brands such as Van Heusen and Louis Philippe in its portfolio. The company is also ramping up its retail presence by opening 60 stores. “We are looking to double every two years,” Mr Satyajit added.

More Stories on : New Products & Services | Readymade Garments | Brands

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