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Arvind Internet Ltd (AIL), a start-up by the Arvind Group, is ready to foray into fashion and retail across India this year with its online custom clothing brand, Creyate.
Kulin Lalbhai, Executive Director, Arvind Ltd, is driving the e-commerce initiative at the company, which will be a major growth driver for Arvind moving forward, the company said in a statement here on Tuesday.
e-commerce vision
Lalbhai said AIL will be the vehicle to enable Arvind’s e-commerce vision. As pioneers in bringing global fashion to India, Arvind now intends to extend innovative and best-in-class brand experiences to the online world.
“We are set to be a leading consumer lifestyle player in the digital space by engaging in several business models that can scale globally. Arvind sees e-commerce as a key growth driver for the group and we aim to be Rs 1,000 crore plus business in 3 years.”
Unique fashion identity
Creyate, he said, will be an attempt to break away from norms, labels and quick-fixes, as it would provide the customer his/her own unique fashion identity.
“You can create garments on a 3D visualisation engine, which would then be made for you. It is like having a very own factory at your fingertips. With more than 100,000 unique products to create, this is the next generation of fashion retail.”
Creyate intends to offer an alternative to ready-to-wear as well as traditional custom clothing and targets to be Rs 100 crore plus brand by next year.
In addition to Arvind’s own premium range of fabrics, Creyate will have a curated collection of fabrics from the choicest of Italian mills.
Home visits by 'Style Stewards'
Tejinder Singh, Chief Operating Officer, AIL, said that Creyate can be experienced even by visiting its Web site ( www.creyate.com ) to design garments online and then schedule a home visit by ‘Style Stewards’.
Creyate has plans of launching stores in 15 cities within next year. It already has stores in Bangalore, Ahmedabad and Delhi and offers home visits in major cities.
Riding on Arvind group’s supply chain strengths and manufacturing might, AIL is planning to take Creyate to global consumers next year starting with the US market, where online custom clothing is a large thriving market.
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