Holii to introduce couture range

After creating clutter-breaking ethnic designs and motifs in handbags, Holii, the joint venture

between Future Group and Hidesign, is all set to add a couture range. To be introduced by September, the apparel range will largely translate ethnic Indian motifs into contemporary top wear for women. The range will broadly include T-shirts, kurtis and kurtas to begin with.

“Apparel is a natural extension for our brand. We started by filling the gap for accessories and now the business has grown. Handbag is a high vanity product and we hit success with our ethnic Indian range. We want to translate the same into our apparel range,” Ashni Biyani, Director, Future Group said. She says the range will be created using Hidesign’s creative expertise. “We are still working on the suppliers and manufacturers but we should be ready before the festival season begins.”

Started in 2009, Holii retails bags, laptop cases, iPad covers, coin pouches and passport holders among other stuff. The products retail from Rs 700 onwards, with bags costing more than Rs 1,800. Speaking about the company’s expansion, Biyani said, “Holii, which has 11 exclusive stores, will increase store count to 18 by the end of this fiscal. The company also sells through shop-in-shops across 60 locations. It also exports to the European market, chiefly Germany, and Jamaica, Dubai, and South Africa”. Biyani said the company is also revamping its store design and logo. Holii has roped in Icelandic visual artist and architect, Gudjon Bjarnason, to change the look and feel of the stores.