Hidesign to re-enter luxury leather segment

Purvita Chatterjee Mumbai | Updated on March 12, 2018

Hopes to make a mark: Hidesign is also looking at e-commerce to boost revenue.

New brand will compete with global ones such as Furla and DKNY

Hidesign is getting ready to compete with international leather brands by re-entering the luxury segment. In the past, it had named its bags after designer Alberto Ciaschini, but now a fresh foray into the segment with a new brand name is being considered, which will have the Hidesign tag attached to it.

“We have to strengthen the Hidesign brand in the luxury segment.

“The market is ready for luxury bags, but we have to get it right this time since we will be competing with international brands such as Furla and DKNY,” said Dilip Kapur, founder and owner of the ₹150-crore Hidesign.

The price points for the new luxury bags will range from ₹12,000 to ₹25,000.

Besides, competition has been increasing in the luxury space with the entry of several international leather brands such as Coach, Gucci, Hermes and Prada. Hidesign’s earlier foray into the luxury segment more than a year ago did not succeed because of lack of sales in smaller cities. “Our luxury products under Alberto Ciaschini did not do well in towns and we did learn our lessons from it,” added Kapur.

However, Hidesign has an advantage since luxury brand Louis Vuitton already has a 5 per cent stake in the company and has been advising the leather company. Going forward, e-commerce is going to emerge as a significant revenue generator for Hidesign and Amazon is also expected to retail the brand on its global platform. “We expect e-commerce to generate 25 per cent of our revenue. Amazon will also help us take the brand to eight big markets across Europe and America,” said Kapur. Products such as writing instruments will be added under the Hidesign franchise and there are also plans to re-enter categories like footwear and jackets.

New funding sources

Hidesign is also expected to tap into new sources of funding as it intends becoming a ₹500 crore brand in the next five years. PE funds are likely to emerge as frontrunner for raising money rather than an IPO.

“PE funds have been approaching us for years and we will first go to them if we need funds. It will also depend on how much we need to raise according to our business plan and targets since we intend reaching ₹500 crore in five years,” said Kapur.

Published on August 24, 2014

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