Boggi Milano shuts shops, to only focus on Delhi market

Boggi Milano, a premium Italian men’s wear brand which has a joint venture

with DLF Brands, has closed over half of its stores based in Mumbai and Pune, over the last couple of years. The brand has now decided to focus on five stores, it operates in New Delhi. While in June 2010, Boggi Milano had plans to spread its retail network by opening as many as 35 outlets in India by 2015, things don’t seem to be working in favour of its plans. Merchandise under the brand is comparatively affordable than the luxury brands with prices of shirts starting at Rs 4,000 and a priced at Rs 50,000.

DLF Brands exited its joint ventures with Italian fashion houses Giorgio Armani and Salvatore Ferragamo in 2012 claiming that luxury business was not scalable in India. Even luxury labels Jimmy Choo and Burberry operate stores in India. Jimmy Choo has five stores and Burberry has seven stores across Delhi, Mumbai, Chennai, Hyderabad, Kolkata and Bangalore. Louis Vuitton shut its store in Chennai in December within a year of its launch in the city.

However, DLF has retained its investments in mid and affordable brands such as Mother Care, Forever 21, Sephora, DKNY, Mango and Sunglass Hut.