Evinix Accessories to launch retail store brand

Faridabad-based apparel exporter Evinix Accessories is soon launching Comfortable Urban and Trendy (CUT), a retail store brand, that will offer apparels and accessories through combination pricing strategy to suit the budget of the customer.

Targetted at youngsters, CUT has tied up with 40 different brands in apparel, accessories and footwear space to offer 80 different style-based combinations for the customer.

Evinix is introducing a concept of rapid retail "" offering maximum style range with a limited quantity, which is unprecedented in the Indian apparel space.

Raujeev Taneja, managing director, Evinix Accessories, said, " Our research indicated that though youngsters are increasingly preferring branded clothing, they are looking for variety instead of being fashion conscious. Since last three years brands have also started wooing the youngsters that comprise about 18 per cent of the population."

Multi-branded retail chain CUT will focus on styling and allocate sections to different brands. The stores will have specialised sections for different categories like formal, casual and semi-casual wear.

The company had entered into a partnership with a leading fashion institute and a US-based human resource company to recruit and train the stylists who will act as style guides.

Apart from a different store positioning, Evinix has decided to focus on the mini metros and smaller towns for its retail debut. It plans to open 125 stores measuring 4,000-5,000 sq. ft, with an investment of Rs 170 crore in next 15 months.

It has chosen Nagpur, Sangli and Nasik in Maharashtra and Surat and Rajkot in Gujarat for the initial roll out. The company expects to launch about 20 CUT stores by the end of this financial year.

Elaborating on the strategy Taneja said, " The exorbitant property rentals restrict entry in metros. Smaller towns are a lucrative proposition as brands have not really reached many of the smaller cities and are expanding in these markets."

He further added that the presence in smaller towns will also be beneficial as the booming IT / ITeS companies are also relocating in these regions.