Even as the textile major continues to add global apparel and retail brands to its kitty such as Next, Nautica, Elle, US Polo and Gant to name a few, Arvind Limited is now set to launch its own brand of ready-made garments.
"We are going to launch Arvind as an apparel brand soon. Probably next year, now that the Arvind Store is coming up, we have got a home. Now Arvind will become a bespoke brand. We are building Arvind as a ready-made lifestyle brand. It has to reflect our DNA and our DNA now is not just denim," said Kulin Lalbhai, Executive Director - New Initiatives, Arvind Limited and son of Sanjay Lalbhai, CMD, Arvind Limited..
The move is also part of the company's strategy to strengthen its 'The Arvind Store' retail format.
"It is a three-pronged strategy where we intend to allow our male customers to create their own looks. Hence, 'The Arvind Store' will offer premium shirting and suiting fabrics for the discerning customer and display global brands like Arrow, US POLO Association, Flying Machine and American lifestyle brand Nautica. We will also offer custom tailoring and offer Arvind fabrics as well as that of Tresca. In addition to this, the store will have customised tailoring solutions with two unique concepts namely; Studio Arvind and Arvind Denim Lab (ADL)," said Lalbhai, on the sidelines of the launch of the flagship Arvind Store in Ahmedabad.
Spread across 4,000 sq ft, it is the biggest store in size of over 100 'The Arvind Store' network. While Studio Arvind, the custom tailoring unit of The Arvind Store, provides customized garments with customised styles and fits, the company has also introduced Arvind Denim Lab (ADL) - a concept exclusive to The Arvind store.
"ADL offers customized washed jeans made to order and empowers the consumer to choose his/her style, fit, wash, fabric, buttons, rivets, threads. They can also personalize it with their zodiac sign label and own signature in thread. Each denim is made to order in Arvind’s factory exactly to the customer’s specifications and meet international standards and the garment is delivered in approximately 14 days to the customer," Lalbhai added..
In next five years, the company plans to rapidly roll-out 'The Arvind Store' format to over 400 stores in the country. Meanwhile, currently, the format contributes roughly around Rs 100 crore to the close to Rs 2000 crore brands and apparel retail segment of the textile conglomerate Arvind Limited.