Home Fashion Blues Clothing enters luxury home décor

Blues Clothing enters luxury home décor

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(BCC), a vertically integrated fashion and retail firm for many luxury Italian brands in India, has diversified into interiors and home furnishings. The products are aimed towards well-heeled, globally travelled Indian consumer in the premium to luxury segment.

Well-known for retailing apparel from , , Corneliani, Cadini, John Smedley and Tween, BCC will be offering the latest trends under one roof with an Autumn/Winter launch in an effort to duplicate its experience in the clothing business to luxury home interiors.

Targeting a Rs 100 crore turnover from this section, its first flagship interior store spreads over 50,000 sq. ft. at The Gallery, MG 13 in New Delhi. The store will be offering a complete home décor range. The exclusive display areas will make it a one-stop shopping destination for its exclusive clientele.

At Blues Home Division clients can mix and match various unusual themes to create their own look and style in a wide offering across a cross-section of price zones and unique brand concepts. Some of these brands include , which has got a preferred area inside the Blues Home as a standalone island, Ayaan which is well-known for its Indian artifacts, Jagtar known for its Thai silk, Obsession contemporary and international range of rugs and carpets, El unique 925 sterling silver range as well as Haute Monde collection of leather furniture and furnishings.

, Executive Director, Blues Clothing Company, says, “These are exclusive arrangements and depending on the success of individual concepts, we will grow them separately or collectively. They have all been brought together by BCC as a unified offering to ensure our client base does not have to move around in order to find essential solutions, which the target audience will look for.” 

“Home has typically been a forte of the unorganised zone. This segment is passing through a phenomenon which the ready-to-wear industry went through in the early to mid nineties. No one today has the time or inclination to hire carpenters or do up the furniture themselves. They would rather pick up ready solutions off the shelf. Branding is becoming important and is playing a vital role. Large space availability is another criterion which cannot be ignored,” he says.

Blues Home for now will be at the existing location only. No concrete expansion plans have been defined until they get a clear market response.

The target consumers for the Blues Home besides celebrities and top industrialists will be people with taste and style who can mix and match their own sensibilities to be able to showcase and factor in offerings within their own budgets. As a part of their promotional activities for a brand building exercise, the company plans on events and advertisements as well as tie-ups with architects, interior decorators and builder lobbies.