Brioni optimistic about India

Brioni is confident about its performance in India as demand for the Italian luxury men’s brand,

renowned for its hand stitched suits continues to remain robust. According to Francesco Pesci, CEO, Brioni, their suits are very functional. The brand’s expertise is in handcrafted, custom made suits, each of which takes over 20 hours to be created. Brioni has a single minded ambition -- to become synonymous with Italian elegance. It is acclaimed for its master tailor Angelo Petrucci, who can stitch a whole suit blindfolded. Petrucci sees tailors like artisans who have skilled hands and it’s the hands that direct them, not the eyes. A feat indeed, something the brand is rightfully proud of.

Brioni suits don’t come cheap either. As Pesci informs they have one single fabric and it is so expensive that a suit made with the specific cloth pushes up the price of a single suit to €25,000. But the starting price for a Brioni suit is €3,000. However, in India, the prices are 20 per cent higher because of the duty they have to pay.

Business has not been hunky dory for Brioni for last few years. Years 2008-09 were difficult across the world, and India was no exception. In 2010, as the market picked we they became more optimistic about India. The brand currently has two stores in India one in Mumbai and one in Delhi. The Badasaab Group is the master franchise for Brioni in India. Plans are to not open more outlets but to ensure organic growth of customers from the two existing outlets.