Launched in 1999 as a nightwear label, Maybell, offers everything from kurtas, loungewear and smart casuals, which were recently added to the portfolio. All product lines are created in traditional Indian fabrics. Elaborates Sridhar Venkatesh, CEO, Maybell, “We are the only brand in India, credited to making all items in pure indigenous fabrics. We use Kalamkari fabrics along with Ikat, slub cotton and cotton.”
The brand has been witnessing a growth of 30 to 40 percent every year and is looking forward to keeping this pace ahead. The strategy for this year includes expanding retail through EBOs and MBOs in Maharashtra and Gujarat.
Exploring new retail destinations
For now, the brand enjoys a strong visibility in southern markets. The company now plans to explore states like Gujarat and Maharashtra aggressively by opening exclusive stores and adding MBOs.
Talking about their retail expansion plans, Venkatesh informs, “We have three EBOs, two in Chennai and one in Coimbatore. Three more are lined up in Ernakulam and Vijaywada through the franchise mode. The target is to open at least nine EBOs this year. Along with this, we also want to increase the number of MBOs and take the number to 100 from the existing 60 MBOs. We are also available with e-stores like Myntra, Flipkart, Fashionara, Lymbro and Amazon.”
The company is also ready to launch its own website by April this year. Online medium contributes around 15 percent business to its overall turnover, so Venkatesh is optimistic about the prospects of this medium. It has a production capacity of manufacturing 20,000 pieces per month. The firm seeks to scale up production with a focus on improving designing prowess and brand building.
Exclusive indoor clothing options for women
The idea behind launching the brand was to offer an exclusive product for women to wear indoors. “We first undertook research, analyzed the market and identified the need. We found that there was a lot of potential to grow in this since the segment is not too evolved. Also, we wanted the fabrication to be different then polyester and polyester viscose. For us, providing comfort and sense of ease is of prime importance. We are also known for introducing A-line kurtis in nightwear line,” explains Venkatesh.