Callino chalks out aggressive retail expansion plan

Callino was launched by Amit Mittal, with the vision of adding great craftsmanship to Indian men’s wardrobe. The men’s wear range it offers include: shirts, trousers, vest-coats, blazers and suits with finer variants that incorporate even chic bandgalas and classy tuxedos. The brand pays keen attention to latest trends and fashion. On the company’s agenda is to push retail expansion in untapped states.

Luxury range for men

Callino was launched last year in the luxury segment. The exquisite range has been crafted by trained NIFTians. The shirts range is the rarest and most valuable collection, prepared by yarns obtained from pure cotton, the fabrics are by David & John Anderson, Italy one of the largest and best weavers of luxury cotton and linen. Ashok Singal, CEO says, “Callino’s merchandising team is dedicated to create and maintain new benchmarks in quality and design. Fabrics for Callino products are sourced from the best mills globally. In Callino, you will find the finest Giza cotton of best pedigreed high count yarn and construction, cashmere, fine wool and some fashionable engineered fabrics including linen and cotton for utmost comfort”.

Aggressive expansion on cards

Callino is available at most premium MBOs in North India. In next phrase of expansion the brand is targeting Gujarat, Rajasthan, Andhra and the Northeast states by 2015-2016. The company was able to open 40 shops-in shops in 12 cities in North India in last seven months.

“The best part of the expansion exercise was that we didn’t have to hard sell. In fact retailers felt pride in getting associated with Callino and give space because of its clearly visible premium lines. One of the Callino masterpieces is even registered in Limca Book of Records 2015 as the highest priced shirts sold in India,” informs Bhushan Gupta, Head-Sales and Marketing at Callino.