Arvind to pump in Rs 10 cr for Energie

Italian jeanswear brand Energie, part of the Sixty Group’s

portfolio which includes fashion denim wear brand for women Miss Sixty, Killah, Refrigiwear, Murphy & Nye, Richlu and Baracuta was recently launched in India by Bangalore- based apparel retailer Arvind Brands & Retailers. Arvind has set up two exclusive Energie outlets and sells the brand through 19 shop-in-shops across India. Now it plans to open three standalone stores. The premium denim wear label is meant to address the gap between designer wear like Diesel and Calvin Klein and the comparatively lower-priced brands in India. Energie’s products are priced between Rs 3,000 and Rs 6,000. The company will invest Rs 10 crores during 2011-12 on store openings, advertising and brand building. It’s targeting metros and a few top Tier II towns for expanding the brand.

Energie was born in 1984 as the sign of a clothes shop and very soon became a collection trademark. In a world that is packed with denim, Energie has always focused on experimentation, the main company asset. It is the brand of change that aims at promoting its original commitments: research and continuous innovation. New fabrics, washes, treatments and initiatives, in addition to new cuts and innovative design, give the collection many different concepts and inspirations. Arvind has three denim brands — Flying Machine, New Port and Ruf & Tuff. The company retails Arrow and Excalibur, as well as international labels like —IZOD, Gant and US Polo in India. In addition, its JV with VF Corporation includes the portfolio of international brands like —Lee, Wrangler, Nautica, Jansport, Kipling, Hero by Wrangler & Lee Riders and Tommy Hilfiger.

Moreover it has tied up with US-based Iconix Brand Group Inc for launching Mossimo in the Indian market. The brand will be sold only through Arvind’s megamart outlets.