Sri Lankan brand Avirate plans India expansion

Sri Lankan high street fashion brand Avirate, owned by the

Timex and Fergasam Group is planning aggressive retail expansion in India. The brand was launched one-and-half-years back in the country. The company plans to open outlets in five to seven cities in the next two quarters.

The company has chalked out a retail strategy that involves expansion in cities like Goa, Hyderabad, Noida, Gurgaon and Thane in the next seven to eight months with an investment of one million dollars (around Rs 5.8 crores). To carry out its planned expansion, the company has partnered with Fashion 365 to market and distribute Avirate.

The company has a research and analytics teams in place, operating in India, Sri Lanka and the UK, who work closely to forecast trends and customer requirements. To be able to compete with some well known international brands, Aviraté offers a new collection every month after researching and analysing the consumer’s requirements. The brand offers various fashion products like dresses, tops, bottoms, lingerie, bags, shoes, accessories and scarves.

With plans to open a second store in Pune, the company is looking at international geographies like Australia, Dubai, Singapore and Canada.