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Fusion Beats, 109°F open dual store to boost growth

By Sujata Sachdeva


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Creative Group’s two top brands, women’s fusion wear brand Fusion Beats and fashion brand, 109 °F have opened a dual store in New Delhi. Located in the trendy and upmarket shopping district, Rajouri Garden, the 1,600 sq. ft. store houses exquisite range of trendy and fashionable women’s wear, including the Autumn/Winter 2015-16 collections of both brands. Fusion Beats is a part of the, 44-year-old company and its range is an amalgamation of Indian ethos and western styling. For the forthcoming season, the brand has on offer a colourful and innovative range. Launched in 2006, 109 0F is for the cosmopolitan woman with a bold and carefree view of the world and who is aware of global fashion trends. Apart from the domestic market, the brand has overseas presence in UAE, Qatar, Kuwait, Saudi Arabia, Nepal and Iraq. Fusion Beats merchandise is an amalgamation of ethnic and western wear for the woman who is urban and traditional.

Dual brand store to boost growth

The brands already have an EBO at Kamla Nagar. This is the second exclusive store in Delhi. The new store is part of Creative Lifestyle’s aggressive expansion plan to open more EBOs and MBOs in India. More than 100 cities now have access to trending designs of these brands through leading lifestyle and large format stores.

Commenting on the addition to their expanding retail horizon, Rahul Mehta, MD, Creative Lifestyle said, “India’s fashion landscape is changing and, we, at 1090F & Fusion Beats are going to ensure that we continue our march towards attaining the number one position in women’s fashion.”

Fusion Beats, launched four years back, has 10 EBOs, a mix of franchise and company-owned. In large formats, the collection is with Pantaloons, Shopper Stop, Central and Lifestyle and is in talks with Globus. The brand also has a presence in about 200 MBOs. “The growth has been 30 per cent this year, expecting to grow in a big way given that the number of stores is also going to increase,” avers Kagzi.

According to Kagzi, online is here to stay. “The channel helps you to extend your reach in areas where it was not possible to reach before. We are with all major e-commerce portals. Online business is still small, it will have a decent contribution to our revenue in coming years,” he asserts.

Fusion Beats colourful A/W range

For A/W Fusion Beats, offers two collections one in autumn and the other, for winter. The autumn range is colourful, with a lot of innovation colours and designs. The new addition is column kurtas this season. “In terms of collection, we offer tops, tunics, dresses, kurtas , jumpsuits, sweaters, and jackets, which are all fashion products. Our prints are our USP,” informs Radhesh Kagzi, President, Fusion Beats.

The brand does a lot of innovation on fabrics and uses multiple fabrics for its products. The fabrics range from cotton, viscose, Liva, polyester, wool and linen. As far as colour-schemes are concerned, Kagzi says, “Autumn/Winter is all about bright colours. Though we have a fair combination of bright and pastel colours, there is a lot of room for experimentation.”

“We keep introducing new designs and themes, new fabrics, new elements and new prints every season. We have in-house design studio and our designers work continuously and update themselves with all the trends in the market. They also travel extensively within and outside the country as well,” he further informs.

109 0F
Fusion Beats