Maishaa, the luxury home fashion brand has set up its first store in the South here at Hyderabad, in association with Shah Décor. The New Delhi-based company plans to increase its presence to 10 centres by the end of this year through franchisees.

This store has been positioned as one stop solution for all luxury home linen spanning bed linen, cushion covers to furnishing fabrics for curtains and upholstery.

The President of Maishaa, part of A.K.Retail, Mr. Arun Garg, said “The Maishaa bed line range promises not just indulgence but also healthy sleeping as they have anti-bacterial and anti-fungal, wrinkle free maintenance qualities. The fabric, sourced from a Thai manufacturing unit and a venture partner, is washable at home and is formaldehyde free, he said.

“The company entered into exclusive retail format mode with first one at Surat and now has five centres. We plan to have 20 more stores. Of them five more are expected to be operational by the end of the current year. Typically, a franchisee invests about a crore in such stores,” he explained.

Speaking to Business Line after the launch of their new store here, Mr.Garg said the linen is made with finest blends, including Sofin, a micro filament man made fibre created by Toray Industries Inc., of Japan. This is known for superior softness, hygiene and durability. It is said to be four times finer than silk and 8 times that of cotton, he explained.

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