Leading New York-based work wear brand, William Dickie has signed a licensing deal with ID Overseas to market its product in India, Pakistan, Nepal and Sri Lanka.
The company has signed an exclusive licensing agreement for 10 years. They provide work wear solutions such as specialised attire and uniforms for the hospitality industry, medical institutions and hospitals, school wear, flame resistant protective clothing as well as office wear, footwear and other ready-to-wear uniforms.
According to Ravi Karthikeya, Director and CEO, ID Overseas, medical clothing contributes the highest in terms of sales. He expects a huge peek in sales from south India where most of the factory and large scale industries are situated.
However, look at the dependancy on unorganised small scale manufacturing or tailoring units that provide custom made uniforms and work wear, the biggest challenge would be in convincing clients to switch to a well established brand that provides better quality work wear.
“The economy in India is growing exponentially across a number of industries, work wear and uniforms in the Indian market is unorganised and fragmented in comparison to the International markets. The India lifestyle and street wear clothing has grown to a new dimension from an individual tailoring model two-three decades ago. Now it’s the turn for ready to wear uniforms with world class quality, value and performance. This is the ideal time for globally respected brand to offer a full suite of work wear and safety performance wear solutions for all customers in India,” says Karthikeya.
ID Overseas is a group company of Indian Designs Exports; it produces upto 2 million garments per month. In 1998, the company also came out with its own local brand, Identiti through exclusive company owned and franchised stores in Kochi, Kerala, Hyderabad and Mysore.
