IndiaRetailBiz

Allen Solly, the Rs 250 crore (2009 turnover) fashion apparel brand, which accounts for 28 to 30 per cent of Madura Garments’ turnover, is reinventing itself from the image of ’semi-formals’ and ‘casuals’ brand to a brand of fashion and personalcare lifestyle products. Madura Garments– a Kumar Mangalam Birla group company, is also retailing several well-known, lifestyle, fashion, brands like Van Heusen and Louis Philippe.

Apart from adding kids’ line to its range of men’s apparel and accessories, the brand is now looking at launching a range of footwear and eyewear products for women (source). While, ‘casuals,’ account for nearly two-thirds of the brand’s total turnover, balance one-third is contributed by formal and evening wears respectively in almost equal measures.

“We are looking at stratification of the wardrobe. While more casual lines have been introduced, we are looking at widening our product basket. It is not a transformation from formal to causal but an upgradation to include a larger product assortment,” said R. Satyajit, Chief Operating Officer, Allen Solly. “There has been a significant growth from our casual wear portfolio. We hope the new line will also attract consumers,” added Satyajit.

To augment its line of products and offer contemporary designs and styles, Allen Solly has also engaged services of Shombit Sengupta-led, “Shining Strategic Design” a well-known and reputed design and consultancy house.

The company, according to Satyajit, is also expanding its retail presence. It plans to open 60 stores. “We are looking to double every two years,” said Satyajit.