Soie, Warners team up to bring iconic collections to India

Ginza Industries makers of the brand Soie has tied up with US-based Warners Collection to provide the brand’s iconic products to Indian customers. With this new tie-up, the brand will see an enhanced portfolio of designs and products catering to a wider women audience in India. Also on its agenda is adding more products to its basket including loungewear.

Expanding portfolio with Warners

With the new tie up, Ginza will be in a position to tap Warners huge basket of products. Warners are pioneers since 1874 and the first to get a patent for bra design. Warners invented the system of A, B, C and D cups in 1935 and are the globally accepted standard measurements used for bras, even today.

Meanwhile the company is also looking to extend its lingerie arm and adding lounge wear. It will introduce a wide range of nightgowns, pajamas, etc. As Anuja Mashruwala, Senior Manager, Product Development & Advertising states “The Indian market has huge potential for nightwear and the company is in a position to cater to it with its own apparel-manufacturing units.” Speaking about their core products, she adds that Soie has been seeing an increase in sales for classic designs.

Mashruwala adds that even at online retail, customers were happy with the products and the company received an immense feedback for their designs, cut and fabrics. Keeping this in mind, they are looking at providing similar comfort with new fabrics, such as Lycra, nylon, with additional trims. The focus was to deliver value products at reasonable prices.

Soie already has five company owned outlets and has closed the deal for the brand with some outlets, such as R-City Mall Mumbai, Surat and more are in the pipeline. “We are also looking at more exclusive brand outlets this year,” she adds.

Strong infrastructure boosts growth

Ginza already has the necessary infrastructure, with its own apparel-manufacturing units. Since 1986, Ginza has been regularly manufacturing all types of apparels for both the domestic and export market. Ginza Industries has a huge 80,000 square foot unit at Gujarat. In 2013, it added another facility at Ambarnath, near Mumbai. Collectively, the units have a capacity of making 20,000 pieces a day. In addition to lingerie making, Ginza also has a dedicated unit at Sachin in Gujarat for manufacturing bra components, such as eyehooks etc, making it an integrated lingerie maker. Their India operations are complemented by an outsourcing office in Guangzhou, China.

Ginza Industries launched their lingerie division in 2007 in alliance with Gelmart, US. The company is ISO 9001:2000 certified with an accumulative turnover crossing of over Rs 150 crores. Ginza boasts an in-house design facility.

Their brand Soie is an amalgamation of the French derivation meaning ‘silk’ and the Sanskrit ‘Swa’ meaning self. As the name suggests, the brand’s objective is to provide an exclusive self-experience and has already created a niche for itself in the Indian market in the last few years. Last year, the company achieved sales of Rs 12 crores and this year it has set a target of Rs 50 crores.