The Hindu Business Line : Hidesign's global goals gather steam

LEATHER brand Hidesign has roped in fashion label Emporio Armani's Director for leather products, Roberto Ciaschini, as consultant. Mr Ciaschini, who has put in an eight-year stint with Emporio Armani, is now gearing up to go freelance from Milan and Hidesign is his first client, Mr Dilip Kapur, President, Hidesign told Business Line.

The move is part of a concerted effort by Mr Kapur to pitch his brand into the big league in the international market where he is aiming to be at least an occupant of the second rung of the fashion hierarchy, immediately below the luxury designer brands. "While the brand already has a global presence with sales in premium fashion stores across the US, UK, Australia, Russia and Asia, I want to now make it a truly international brand," Kapur said.

Ciaschini's entry into the scheme of things at Hidesign is one of the first steps towards Kapur's global plans. Ciaschini is all set to visit Hidesign's headquarters in Pondicherry in the first week of December to study the brand and get work started on the company's collection for next winter, Mr Kapur said.

"The initial one-year contract envisages Ciaschini working with us on the colours, trends and shapes that will dominate the industry," Kapur said. "An year down the line I see the products becoming more techno and edgy, which is more the style internationally and Ciaschini will give valuable inputs towards this."

Hidesign's campaign is already going global with the company now roping in Paris-based photographers who work for Dior and Chanel, amongst others, to work for it. "The imagery is already one of more luxury, more European and the products that follow and our stores will reflect this change," he said.

Over the next three years Kapur plans to make Hidesign an international brand by setting up at least 75 standalone exclusive Hidesign stores across major markets where it plans to go into premium retail spaces. A beginning has already been made. Hidesign is now a resident of California's super-rich Carmel community where it has a 1300 sq. ft. store straddled by Saks 5th Avenue on one side and designer brand Ann Taylor on the other. Another one will open in Dallas just before Christmas. The US alone will have 15 stores in two years. Also in the pipeline are additional stores in South Africa, Kuala Lumpur and Dubai before the brand hits luxury destinations in West Europe. "We will invest upwards of $5 million to fund the 75 stores overseas," Kapur said.

The company is also on a major expansion drive in the domestic market where it is witnessing over 60 per cent growth, according to Kapur. The company has grown from a level of three stores to 26 in three years and four more to open in the next four months at Pune, Mumbai and Bangalore.

Having set up a strong network in major metros, Kapur says he is now toying with the idea of going to mini-metros where aspirational lifestyles and disposable incomes are high. Sometime next year he plans to set up stores in Chandigarh, Ludhiana and Kochi. For the moment he is encouraged by the fact that the brand is moving from being a purely men's brand to one that women are using extensively: "More than 50 per cent of sales now come from the women's bags and accessories, and in unit terms, they are now our biggest customers, which is good news for us since women are out more to purchase stuff," he says.