Etam to roll out women's clothing line

Etam, the premium French lingerie, swimwear and innerwear brand, plans to roll out its women's clothing line in India by November 2007.

These will include jackets, skirts, blouses, officewear as well as its denimwear range.

Etam has not decided on pricing strategy for its clothing line. However, since it would be imported from France, Etam's clothing line in India is expected to be in the premium range.

Talking to Business Standard, Etam's CEO Jaydeep Shetty, said, "Initially we would test launch our clothing line at our standalone outlets in Delhi and Pune. We hope to nationally roll out the clothing range by June 2008."

Etam Future Fashions, which is a 50:50 joint venture between the French major and Future Group's Pantaloons Retail, has also earmarked an investment of Rs 100 crore over the next three years. At present, Etam is sold through Pantaloons stores in shop-in-shop format.

"We also plan 4 more standalone Etam outlets by December this year from 16 right now. The retail expansion is also in line with the introduction of our clothing line in India as well as our interest to display our entire product range. For instance, in the shop-in-shop format, we hardly get enough space to display our swimwear. Moreover, once we roll out our clothing line, we would want to stock it in our exclusive stores instead of mixing it with Pantaloons' own labels ," Shetty explained.

Etam's exclusive outlets would be spread over 550 to 1,200 sq ft, making more room for product display.

Although, Etam at present is not looking at a manufacturing base in India, it is on the look out for manufacturing partners in India for its local production.

"At present, all our products are imported. But we are looking for manufacturers in India for 20 per cent local production of cotton lingerie," Shetty informed.

Etam plans a presence across 100 stores in three years from 30 right now, both in the form of standalone outlets as well as in the shop-in-shop format.

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Etam Future Fashions, which is a 50:50 JV between the French major and Future Group's Pantaloons Retail, has also earmarked an investment of Rs 100 crore over the next three years

Etam plans a presence across 100 stores in three years from 30 right now, both in the form of standalone outlets as well as in the shop-in-shop format