Melange to have exclusive stores

Department store chain Lifestyle will open exclusive brand outlets for its private label

Melange this year. Melange is an ethnic wear label, which has clocked Rs 100 crores revenue in three years since its inception. Melange offers contemporary ethnic adornments for men and women. The products include kurtas, shirts, pajamas, salwar kameez, churidars, dupattas and kurtis. These come in block printing and exquisite hand embroideries.  The collection includes pure fabrics like silk, chiffon and georgette.

Lifestyle International opened its first Lifestyle store in India in 1999 and in a little over a decade has come to be recognized among the leading retail companies in the country. Retailers tend to expand their range under a private label. These labels are often priced lower even while expanding on their own. Likewise Future Group had launched its mid-priced men’s private label, John Miller, as a stand-alone brand in 2008. Lifestyle, which earns 40 per cent margins on its private labels, is the second retailer after Future Group to spin off private labels into exclusive brand stores.