IndiaRetailBiz

Madura Garments, a part of Kumar Mangalam Birla-led AV Birla Nuvo, which has established several apparel brands across value to lifestyle segments like Peter England, SF Jeans, Van Huesen, and Allen Solly, is now foraying into luxury fashion segment.

Madura Garments Lifestyle Retail Company, a wholly owned subsidiary, is looking at setting up a retail chain of luxury fashion stores called ”The Collective.” The luxury fashion chain, according an ET report, will set up a dozen-odd stores beginning with metro cities of Bangalore, Mumbai and New Delhi.

Birlas are planning to invest Rs 275 crore in the new venture that will see 35 high-end apparel and 20 accessories brands being introduced to high-end fashion conscious consumers in the country. The luxury chain will be counting men in the 30-45 age bracket, and income ranging from $50,000 to $200,000, among its customers, as a men’s suit at its stores at upper band may even carry a price tag of Rs 1 lakh.

The new retail initiative of the group will bring super-premium denim brands like “7 For All Mankind” and “True Religion” being launched for the first time in India.

The eight years old Los Angeles-based “7 For All Mankind” is a super premium jeans brand that among others is worn by leading Hollywood celebrities Angelina Joile, Liv Tyler, Ben Affleck, and Ryan Reynolds. “True Religion” which oridinally was started in 2002 to redefine premium denims is today known not only for its denim, but also for its knit and woven sportswear, such as t-shirts, western shirts, sweatshirts and sweatpants, all of which have a vintage feel. The brand has today also branched out today in accessorieas like Footwear, Headwear, Handbags, Swimwear and Fragrance.

Beyond denims, The Collective will also offer world famous brands like Armani Collezioni, Versace Collection, Z-Zegna, Cheap Monday, Rock & Republic and footwear and accessories brands like Puma Black, Mandarina Duck, Bally and Church’s Footwear.

The Collective has also tied up for the distribution of brands like Kenneth Cole (designer clothing including premium silk ties), Ted Baker (UK-based designer shirts) and Valentino (sun glasses) brands to the country.

The Collective has roped in Jean Claude Beguine to set up salons within its stores. It has also assigned the Us-based Sonodea to decide on the music for the store.