Fashion brand Corneliani plans comeback

Bindu D Menon New Delhi | Updated on March 12, 2018 Published on March 25, 2013

Italian fashion brand Corneliani SPA, is looking to make a comeback in the luxury menswear fashion with its new partner OSL Luxury. The brand, which parted ways with the Delhi-based Blues Clothing Company (BCC), is looking to revamp and aggressively grow in India.

OSL Luxury, established eight months ago, is a part of Orissa Stevedore Pvt Ltd.

Shailesh Grover, Business Head, OSL Luxury, said the company will be establishing four mono brands for Corneliani. The brand has immense potential to grow and we are working on its growth strategy, he added.

Priced over Rs 1 lakh for a suit, Corneliani has presence in India since 2005 through its association with BCC. The brand has four operational stores in India.

Industry sources point that the brand parted ways with its former partner as sales were not encouraging. Also, Blues Clothing Company wanted to exit the apparel business to focus on its luxury jewellery business.

Grover said OSL is in talks with several international luxury brands to bring them to India.

Recently, many luxury brands have ended their association with former partners. Versace parted ways with BCC and Guess too is understood to have snapped its ties with Planet Retail. German luxury brand Aigner and Genesis Luxury also ended their tie-up in the country. Sources said that the partnership in each of these cases also fell through as the desired sales did not come through. Also shoppers prefer buying luxury products from abroad as the import duties make them expensive here.

Grover said that Corneliani is working to develop an “Asian pricing”. Asked if prices would be cut for the Indian market, he said, “No, but the company will price it similar to what is available in Dubai or Singapore”. Also, the company said it will be betting big on the shopping experience. “We will be setting up stores in luxury malls,” he added.

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Published on March 25, 2013
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