Hidesign to become lifestyle brand

Leather bag brand Hidesign wants to move away from just being a bag brand and is aiming to

reposition itself as a complete lifestyle brand. The company will be extending its brand name to watches, sunglasses, jewelry and other accessories. International brands such as Sunglass Hut and Vision Express have already made inroads into India in the sunglass category. The watch segment, too, has been witnessing a clutch of fashion brands in the Rs 1,500-7,000 category. Likewise, the accessories and costume jewelry market in India has been seeing a 25 to 30 per cent growth annually.

Hidesign will design and source the range from various parts of the globe, which will be marketed under the Hidesign umbrella and will be positioned in the premium category. The brand has introduced a sub-brand Ayesha for young, fashion-conscious consumers. It also has a 50:50 partnership with Kishore Biyani to retail its range under the Holii brand. Holii has a clear Indian identity and is priced at least 30 per cent cheaper than the parent brand and its target consumers are women.

The Rs 50 crores company grew 20 per cent last year despite the weak economic conditions prevailing in the European and US markets. It saw a surge in demand from Asian markets such as Sri Lanka, Vietnam and Malaysia. Exports comprise as much as 50 per cent of its total turnover. Besides the global luxury brand Louis Vuitton also has a 20 per cent stake in Hidesign. Founded in 1978 as a two man workshop, Hidesign has grown into a global brand recognized for its quality, ecological values and personalized service. By keeping its focus on a classic contemporary look, Hidesign caters to the savvy and sophisticated urban professional. The brand has grown from its artisan roots to an international brand with over 60 exclusive retail stores and a distribution network across more than 20 countries.