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De Moza: Leggings exclusively


Riding on a trend that has taken leggings from a minimal to must, legging brand,   is planning to open 50 exclusive outlets by the end of the next fiscal. Images Busness of Fashion  talks to Agnes Raja George, CEO, .

What inspired you start De Moza Fashion Apparel?
Agnes Raja George (ARG): While there are many brand and labels in India, I noticed that there was always a big gap for good quality fashion basics under one brand. Brands would have only a few lines but not an extensive range of the same product category. This made us think and launch a line of fashion basics of the best quality.

What is the unique selling point of this brand?
ARG: First thing is quality. We make all our products with superfine combed cotton with bio-wash and Votex viscose fabric. Secondly, trend. We have an in-house design team who constantly update on the range, and lastly, the availability of the products supported with an integrated supply chain.

Tell us about the production unit.
ARG: Under De Moza, we manufacture leggings, jeggings, tops and seasonal fashion bottoms like palazzos and harems. Our facility is spread over one lakh sq.ft. area with more than 1,200 people working in it. We have over 1,000 machines with an in-house embroidery, printing and washing processes.

What is your total retail presence? 

ARG: We are currently operating with nine company owned stores and large format stores at places like Central and Total. In offline and online segments, we are present among all major players like , Jabong, , Flipkart, Snapdeal and .

Tell us about your business model.
ARG: At present, we are operating through our company owned stores and large format department stores with limited distribution. We want to tightly control the distribution to ensure that the brand’s identity is maintained.

What are the major challenges in this industry?
ARG: As of now, getting the right selling point is a major. Being a new brand, we have to promote ‘De Moza’ tremendously to buy-in customer’s credit.

What are your expansion plans? 
ARG: We are looking at expanding to 20 stores by end of this fiscal and targeting to a total of 50 outlets by the end of next fiscal. Along with the our own store, we shall be expanding our brand into global markets especially the Middle East, Singapore and USA.