The Hindu Business Line : Lee plans to launch innerwear soon

Lee Expose will be a premium brand falling in the price range of Rs 120-250, Mr Chakor Jain, Business Head (Lee), Arvind Brands Ltd, told Business Line.

The first phase of the launch covering A class cities will be in April this year, which will be taken to B class cities in the next phase. By March 2007, Lee Expose is expected to post sales worth Rs 2.5-3 crore, according to Mr Jain.

A market leader in the super-premium jeans category, Lee is also planning a chain of exclusive stores for women across the country. While the women's wear in the Indian denim market takes a mere 20 per cent of the 60-million pairs a year, it is growing at a faster rate than the men's wear, Mr Jain said.

Lee's exclusive women's stores to be launched in July-Aug this year, will have other co-ordinates such as handbags, leather accessories, etc, all designed by the Lee team in the country.

Currently, Lee is already being sold as an ensemble and offers a choice of co-ordinates such as shirts, knitwears, sweatshirts, jackets, etc, which according to Mr Jain, gives the consumer the complete `Lee' look.

Lee now has 60 exclusive across the country with plans of entering B class cities such as Indore, Baroda and Ludhiana. "We are booking space in all the upcoming malls and have firmed up plans to add six exclusive stores in the next three months," Mr Jain said.