Women’s wear brand, Shree, looks at pan-India retail growth

Delhi-based Cosmic Group’s brand ‘Shree’ is exclusively aimed at Indian wear for women. The brand is looking at expanding and adding 20 EBOs in the coming months. The number is expected to go up to 100 by 2020. Also, it is planning to sell about 500,000 pieces every month by 2020, the production presently is 150,000 pieces. Among the three brands owned by the company – the other two being ‘Dandy’, dealing in men’s accessories; ‘Plum and Peaches’, dealing in lounge and night wear for women – Shree contributes 70 per cent of the total revenue to the company.

Shree is sold through three different channels. E-commerce platforms which sells about 60,000 pieces per month in India and abroad; the distribution channel is growing and has covered up to 30 per cent of the market and EBOs are also helping the brand to grow. So far there are seven EBOs all based in Delhi.

Functional clothing matters the most

Working women need clothes that are non-fussy and functional. Keeping that in mind, Shree apparels have pockets and other essential features to increase the functionality quotient. Special treatment has been given to the clothes in every aspect. Shree uses Liva fabrics, nearly 80 per cent of their clothes is made from Liva. A lot of innovation has gone into Liva to make it easy to wear. In order to overcome wrinkles in clothes, Shree has created a grindle fabric to do away with these problems. The major focus is on natural fibres like cotton, ryon, modal etc. Synthetic is used only for blending because fabrics require to be strengthened. In fact, their summer collection is called, ‘Folio Summer 16.’

New design every day

Also, Shree keeps bringing out four-five designs every day. The concept followed is that of 12 seasons. So, there is a new story every month. For example, March onwards, the colour palette is pastel and so all the stories are in sync with this colour palette. Some stories are in cream colour. Since summer is all about seeking coolness, Shree has dedicated aqua story for this period. February is inspired by the moderate temperature and so the range is in black and white.

Shree is well established in metros and the growth in the cities is driven by working women especially in Mumbai where the brand has grown. Now, Shree hopes to have a pan-India retail presence. Last year online sales exceeded their hopes. Today, Shree has 40 per cent online retail and 60 per cent offline. In offline, there is a good space to grow and interestingly the offline growth has been much faster than online.

Sandeep Kapoor, MD, Shree, says, “We believe in providing good quality products, supported by the fast fashion concept. Everyday there is a requirement for something new. We are shipping out 250 pieces to the US, and the UK. We are providing products in international markets at prices that are same as in the domestic market. We have got a distributer in the US also. We are available in Sri Lanka too.”