Loungewear brand July looks at 20 percent growth this year

Pearl Clothing is a reputed manufacturer and exporter of women’s loungewear, a segment that is a niche but growing in India. For the past six years, the company has been bringing the most comfortable and stylish nightwear to Indian women under its brand July. Good quality and affordable pricing have helped the brand to grow significantly. Every year it has achieved a healthy growth of 12-15 per cent and is now looking at 20 per cent growth in the coming financial year.

July’s collection ranges from pyjama sets, shorts and capri sets, short and long nighties in knits to track pants and yoga pants. In fact, growing demand for fitness wear has made the company add gym and yoga wear to their portfolio.

Sleeping in comfort in latest styles

July offers simple yet classy styles in fabrics and prints. The colour palette is appealing and fittings are comfortable. All these together combine to make the products great value for money. A team of designers travel worldwide to source great designs and fabrics. July’s focus is to offer customers latest trends in loungewear and great comfort. After all, without sleep wear being comfortable, it’s of not much use. As Sumant Bajaj, Managing Director says, “A lot of thought goes into creating a well-fitted comfortable garment. Our cuts and fits are the result of extensive research and market feedback. We strictly follow the international fashion forecasts.”

Loungewear, growing market

A part of the booming intimate wear, loungewear in India is slowly gaining popularity. Earlier only nighties were what most women turned to as sleepwear but now they have a wide variety to choose from. And manufacturers are going all out to meet the demand for the various types of loungewear. This category is also attracting brands to jump onto the bandwagon. As in the West, loungewear is slowly becoming like casual wear with people wearing it while travelling or going out for a walk. Till now the segment has seen 15-20 per cent consistent growth across categories and is expected to grow bigger in the future.

July doesn’t emphasise much on trims and other accessories in its clothes. But this season they have brought in lot of lace work to bring a sensual look in the garments. Every season the brand plays around with fabrics in various blends and the same will be done this time too. This season, blends in bamboo and linen will be the new development. Also, fabrics in 100 per cent modal and cotton/modal is also used in their upcoming collection. Bajaj says, “We need to continuously monitor consumer demand and add a product accordingly. And this year, sensing the prevalent trend, we have added gym/yoga wear in our portfolio.”