Arvind to e-retail custom clothing brands (Lead, changing dateline)

Textile company Arvind Tuesday forayed into e-commerce space with its clothing brand Creyate and is targeting revenue of over Rs.1,000 crore in three years, a company official said.

"We aim to be a Rs.1,000-crore business in three years and revolutionise fashion and retail across the country with our new online custom clothing brand Creyate," Arvind group's executive director Kulin Lalbhai told reporters here.

Asserting that the new initiative would drive growth, he said by e-retailing its innovative brands, the company had intended to become a leading consumer lifestyle player even in digital space by engaging business models that can be scaled globally.

"Breaking away from norms, labels and quick-fixes, Creyate strives to bring a fashion identity that is unique, as garments can be created on a 3D visualisation engine," Lalbhai said.

With about 100,000 products to create, the brand aims to be the next generation of fashion retail, as Creyate will offer an alternative to ready-wear and traditional custom clothing and be a Rs.100-crore plus brand by 2015.

Besides its premium brands, Creyate has collection of fabrics from Italian mills.

"We have invested in an automated manufacturing set-up for this business to make best-in-class customised garments as per customer's choice and measurements," Lalbhai noted.

A customer can walk to the garment and scan the QR code, as the same garment will appear on screen, ready to be worked upon as per the individual's choice.

The company plans to launch Creyate stores in 15 cities across the country in the next 12 months, including Bangalore, Ahmedabad and New Delhi.

As one of the largest integrated textile and apparels firm, the $1-billion (Rs.6,000 crore), the group's flagship company has a portfolio of owned and licensed brands and retail formats.