Digjam Ltd of the SK Birla Group has entered into a strategic tie up with world’s leading cloth weavers, Holland & Sherry, to retail the latter’s entire portfolio in India including, ‘Vicuna Aymara’, the most expensive tailoring cloth in the world. The collection will be retailed in the Indian market at Rs 30 lakh per suit length.
Speaking to media, CL Rathi, MD, Digjam, said, ”People in India now have enough disposable income…the demand for high class, expensive products is increasing, and keeping this in mind, we have tied up with the world’s most prestigious cloth weaver, Holland & Sherry to bring its exclusive range to the country.”
On the launch of ‘Vicuna Aymara’, Malcolm Campbell, director–marketing and sales, Holland & Sherry, said, “We are beginning with the launch of our ‘Vicuna Aymara’ cloth, which is made of ultra-free fleece from the Golden Vicuna species of the Andean mountains in Peru.”
Holland & Sherry also plan to introduce their other premium brands in India including Escorial, Monadh and Snowy River, in the casual, formal and evening wear ranges.
Speaking on the distribution and supply of Holland & Sherry ranges in India, Sidharth Birla, vice chairman, Digjam Ltd, said, “All Holland & Sherry ranges would be distributed through our premium end channel partners including our exclusive stores and independent retailers.”