The high street fashion brand from Sri Lanka, Aviraté is all set to for an aggressive retail planning in India. Owned by the Timex and Fergasam Group, the brand started its operations in India 2.5 years back and has 40,000 loyal customers.
Retail footprint and expansion plan
Aviraté currently has 10 EBOs in Bangalore, Chennai, Mumbai, Pune and Delhi. It has presence in 3 MBOs, Kapsons- Chandigarh, Isa – Hyderabad, Sohum Shoppe –Guwahati. The company aims to open 3 more EBOs by the end of June to mid July 2014.
Explaining the future plans, Rahul Gupta, COO, Aviraté says, “Our aim is to reach a retail space of 80,000 sq.ft. We want to extend our footprint across 20 cities pan India. We have a plan to open 42 EBOs and be a part of some of the major large format stores in the country”.
Gupta further adds, “Over the last year we have seen a like for like growth of 45 percent and our focus is on sustaining this growth pattern. With the increase in retail space that we have planned, we expect to double our revenues”.
The company from the customer stand point has built a base of 40,000 loyal customers in a little over 2.5 years of their presence. The brand’s 45 percent of business comes from these loyal customers.
Discussing on the success of e-commerce in India Gupta shares his views saying, “While we believe the e-commerce space is excellent in terms of providing brands with the opportunity to reach out and penetrate new markets. As a brand we lay great emphasis on providing a superior in-store experience and this, we believe, is best achieved through our brick and mortar presence”.
Product portfolio and new collection
Aviraté has a range of products. This includes dresses, tops, skirts, ponte pants, accessories, shoes and lingerie. The brand’s prime USP is there range of dresses. The brand’s new spring summer 2014 collection is defined by love, passion; fantasy and enchantment. The collection is a combination of two very different inspirations: The crimson, passionate, luscious ‘Queen of Hearts’ and the dreamy, surreal and mysterious ‘Enchanted Sanctuary’.
The 2014 spring summer collection by Aviraté is a mélange of varying silhouettes from shift and tulip to flared, flowy dresses to sheered gathers of light weight fabric all that enhance the femininity and softness of this collection. All the design elements in this collection are bound to each other with the true colours of passion and delicate sensuality. Bold scarlets, berries, and crimsons intertwined with the shiny emerald turf greens, frosty lilac tulips and orchid purples make their infatuation a luscious bond.
Everything in this collection is woven with the right tinge of luscious passion and sensual flounce to create a dreamlike trance. The SS’14 collection by Aviraté is priced from Rs 1500.