East India based denimwear brand Hoffmen has recently entered the women’s denimwear market. The newly launched category is being retailed through MBOs and 25 of Hoffmen’s EBOs. Hoffmen has already launched denims, capris, jeggings, corduroys, and tees. It soon plans to offer denim shirts as well.
Commenting on the move, Aayush Rungta, Director, Hoffmen, said, “We had our priorities set to launch products after getting settled with both the market supply and the overall product development of existing products and then launch new lines. Thus, now we have launched ladies products having seen that our existing markets are well fed.”
Talking about the price points, Rungta said, “We have planned to begin with mid segment pricing as ladies denim is still a highly unexplored segment atleast in branded segment. Our price points vary between Rs 895 and Rs 1395.”
Hoffmen also plans to launch its women denimwear range in Uttar Pradesh and Punjab.