Stori Fashions' aggressive growth plans

Stori Fashions, makers of brands Stori and Red Flame,

are on an aggressive expansion drive. And as a part of this, they plan to open EBOs in south India next year. Launched in 1998 as a formal wear brand Stori is currently available in over leading MBOs across India. Later, the apparel retailer forayed into casual wear with Red Flame. Red Flame targets the 25 to 45 age group with denims, five pocket cottons, clean look cotton trousers, capris, cargos, casual shirts and shorts.

The strength of Stori Fashions lies in its variation in the fabric. It mainly imports fabrics from the best mills worldwide. And since all the production is in-house, its quality standards are high. In terms of quality, be it fabric or stitching, the formal shirt range is at par with other leading brands in formal wear. It’s also reasonably priced. The formal shirts range between Rs 895 and Rs 1,595.

Meanwhile, as per its EBO expansion plans for 2012, its targeting Andhra Pradesh, Orissa, Tamil Nadu and Kerala. For brand promotions, it plans campaigns in print and outdoor as per the requirements of the region or state.