GHCL plans its own home textiles retail brand

Textile player has already begun market feasibility study for the brand

Despite a debacle of its previous premium made-ups brand Rosebys, home textiles player GHCL is now planning to foray into retail again with its own brand.

While work on the private retail brand for home decor and lifestyle products is still on drawing board, plans are afoot to launch it by early to mid next fiscal.

"We have plans in place to gradually build our own brands in the domestic market; thereby creating a niche place for GHCL products," said R S Jalan, managing director of GHCL.

Company sources said while the plan is still on the drawing board, GHCL has already begun market feasibility study for the same even as it plans to launch the brand by early to mid next fiscal.

For now, the company already has a tie-up with Perry Ellis International, Inc. for the brand Laundry by Shellie Seigal for bedding products which include flat sheets, sheet sets, duvet covers and coordinating shams for customers in USA and Canada under the Laundry by Shelli Segal brand.

However, the private brand by GHCL will be targeted at domestic market and is likely to be pitched against other home textiles brands like Bombay Dyeing and Welspun.

Earlier, GHCL had acquired the UK brand Rosebys in 2006 for $40 million but had to later shut down the venture. Through Rosebys, GHCL had attempted at targeting the organised home textiles retail, which it now intends to do through its own brand.

The total turnover of GHCL for 2014-15 was around Rs 2,400 crore, which it anticipates to peg at around Rs 2,500 crore for 2015-16. Of the total turnover of GHCL, its chemical business forms 60% while the textile segment contributes around 40%.