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109°F on a high with new EBOs and product lines

By FashionUnited


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With aggressive retail strategy plans for their EBOs and MBOs, Mumbai-based 109°F women’s wear brand is on a new high while turning profit figures on its head. The brand from Creative Lifestyles now plans to increase its presence from around

150 MBOs to over 400 by the end of 2014 while also increasing the number of EBOs from 12 to 50 in the same time period. Having an export background and being suppliers to some Europe’s top fashion houses, 109°F as a fashion brand has an extensive network of distribution channels and retailers who helps to build a strong presence across the country. As a one-stop-shop, the brand’s product portfolio comprises of tops, tunics, dresses, T-shirts, jeans, capris, shorts, skirts and evening wear et al.

“For summer 2012, we will launch another commercial line of women’s wear. Last year, we launched winter wear for the first time. The response was fantastic, so this winter we will have an exciting and fashionable line of winter wear, which will not be very expensive. We will also have a bigger presence in exports. We are already available in Dubai, Kuwait, Nepal and Doha and will now go to Singapore and China. We will participate in trade shows in China this year and launch next year. We have just launched our website and will start e-retailing in the next two or three months,” says Rahul Mehta, MD, Creative Lifestyles.

The company, which believes fashion shows best display their latest collections, recently held a star-studded event at Mayfair Banquets, in Mumbai. Around 109 models and celebrities walked the ramp showcasing their summer/spring collection. The celeb list included: Jesse Randhawa, Sheetal Malhar, Mahi Vij, Shweta Salve, Sanjeeda Sheikh, Natasha Sharma, Sandhya Shetty, Aashka Goradia, Manasi Scott among others.

“109°F has always been accepted by consumers across the country and we are a leading brand in the women’s western wear segment. We thought of reciprocating the support by giving our consumers a chance to be the face of 109°F and walk the ramp with the pioneers of the fashion world," said Radhesh Kagzi, President, 109°F on the occasion.

Mehta adds, “We are thankful to the people who have made 109°F one of the leading brands of the country. Within five years of its inception, it has become a market leader in its segment with presence across the country. Currently we have a market share of 35-40 per cent and are looking forward to continue the momentum.

The company also manufactures and exports ladies value added, embellished, woven and knitted garments having production capacity of 50,000-75,000 pieces per month. Their major markets are Italy, France and the US and their customers include: Miss Sixty, Carolina Herrera, Moschino, Stella Forest, Espirit, DDP, Alberta Ferretti, Tara Jarmon, Manoush, Pinko, Philosophy, Bimba Y Lola, Day Birger and Arcadia Group.
109 F
Rahul Mehta