“The brand is targeted at youth in the age group of 20-30 years. We plan to have a presence in over 60 locations across the country. Currently, we have opened an EBO for Lp in Bangalore. The brand will soon be available in select shop-in-shops and Planet Fashion outlets in Chennai, New Delhi, Mumbai and Pune. We are looking at 30 EBOs in two years,” a company spokesperson told Indiaretailing.
Priced in the range of Rs 1,299-1,899 for shirts and trousers, Lp will offer workwear that can also be doubled up as partywear for clubbing. The brand will also offer knits, jackets and suits.
In October 2006, Madura Garments took a brand extension initiative with the launch of V Dot and Van Heusen Woman – sub-brands from Van Heusen. Meanwhile, Allen Solly is also looking at a brand extension exercise – possibly a younger line for consumers below 26 years.
Earlier, Indiaretailing had reported about the company’s plans to launch Louis Philippe’s sub-brand Lp in the market.
If our sources are to be believed, Madura Garments is currently going through a structural reshuffle. “As per the restructuring agenda at Madura, all brands will become separate entities, with their own designing, marketing, merchandising teams, etc.,” sources added.
– Vishnu Rageev R, Bangalore Bureau