Desi Belle unveils new collection, plans new EBOs

In the summer of 2012, fusion wear brand Desi Belle was born to bridge the gap in Indo-western space and overall women’s segment. Talking about the brand’s USP, Mangesh Nadkarni, Director, Desi Belle says, “We spend more on each piece and sell it for less than everyone else. We offer a more expensive product, at a lesser price. And if you even look at our product, even one single piece, you will realise how expensive the fabric is, how detailed the work is. But that is not just to impress, that’s the USP of the product.”

New range for autumn/winter 2015

For A/W the company has introduced a special colour called ‘marsala’. “Marsala combines with all the other colours such as bright orange. With Marsala we have wine, so there’s a whole story with marsala and wine in which we have tops, palazzos, tunics, shirts, dresses, which also includes prints, as well as solid embroidered tops. Then there’s another story, which is blue and mustard yellow. That combination is a huge hit for A/W. So, we have prints and embroideries coming together to make a collection,” says Parul Bhambri, Head Designer, Desi Belle, elaborating on the themes.

While styling is western, prints are Indian. Together, it’s proper fusion. “We have been styling Indian prints in a western way. You can put a nice belt with our dresses and our tunics can be worn with a churidaars also. You can wear one garment in different looks. You can wear our shirts, with denim. It’s a western shirt but we have boho embroidery on that, there’s an Indian touch to the embroidery. If you wear the same shirt with a palazzo, it’s a different look,” Adds Bhambri.

Layering, according to Bhambri is in trend, and for the evening, maxi dresses are in, crop tops and palazzos as a set is in. “Dresses are in trend too. Women are experimental, so the knee-length dress, skirts and maxis are in. All kinds of prints on dresses are in trend. Placement prints create a very nice visual for dresses. Tunics, which are mainly of 36-38 length for the average Indian women are in. Palazzos for winter are in and are here to stay,” she adds.

Increasing retail presence through EBOs

Desi Belle is present in every Central store and has tied up with all major e-com portals. There are also around 250-300 MBOs. By the end of this fiscal, the company plans to open 10 EBOs pan India and then start another chain store, while increasing MBO distribution network. “We will grow region-wise in EBOs. So unless the west is completely secure we don’t want to go to the south. I have realised over time chain stores have different customers, and EBOs have different customers, so I don’t need to worry about success. Right now we are looking at Punjab, Maharashtra, Gujarat and maybe Rajasthan as we are comfortable with these regions,” exclaims Nadkarni.

For its EBOs, the company is targeting cities such as Mumbai, Pune and Nagpur in Maharashtra. “Mumbai itself is huge and includes Thane. We are looking at high streets because we are not getting the right space in right mall. Mumbai is a big stage, especially, for a new brand. In Mumbai, we have not set a limit on the number of EBOs. As soon as an opportunity arrives, we will open. The average space we are looking at is 500 sq. ft. carpet area,” he adds.