Allen Solly spreads its range to include shoes for men

While rapidly expanding its presence in Tier I, II cities, Allen Solly from Madura Fashion & Lifestyle is also launching a shoe collection for men. “This is apart from our existing categories of belts and socks for men and woman and bags for women.

Allen Solly intends to continuously serve the needs of premium casual customers with its appropriate work casuals and smart and fashion casuals - for both men and woman,” explains Sooraj Bhat, Brand Head, Madura Fashion & Lifestyle.

Meanwhile, after tying up with more than a dozen e-commerce sites for the sale of its apparel brand Allen Solly, Madura Fashion and Lifestyle is now looking for 3-5 per cent of the brand’s total sales to come from this retail format. At present, Allen Solly is available on e-commerce platforms like Jabong, Myntra, Flipkart, HS18, Yebhi, Fashion and You, Lime Road, and Fashionara.

The brand best known for creating the concept of Friday Dressing in India, is a leader in the smart casual segment in the country. In its Spring/Summer ’13 collection Allen Solly has donned a preppy avatar, exploring colours and creating a very expressive line of shirts. “We make shirts in the classical smart casual style in the mainline brand and Allen Solly casuals in a weekend casual style. The range is available in 150 exclusive stores, 500 MBO’s and over 200 doors in LFS,” Bhat adds.

Its bottom wear offering ‘Trenims’ is aimed at the denim consumer. Trenim is conceptualized with the idea of giving denim consumers the option of wearing trousers that fits like denim. It is a cross over product trouser (TR) and denims (denims) made in trouser fabrics with aesthetics of denim. Allen Solly’s range also consists of exclusive linen-based products across all categories. Apart from this, brand also offers authentic Chinos and super premium wrinkle-free trousers and super premium Tees.

Commenting the styles introduced for A/W ’13, Bhatt says, “Taking a cue from the changing seasons, Allen Solly has unveiled its much anticipated Autumn/Winter 2012 collection. Inspired from the different hues prevalent, the collection is a vivid palette of colours, imagery which is subtle yet evoking.” The women’s collection is devoid of monotony. Flower motifs are a rage this season which is aptly reflected in the designs.

Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. Originating from the large portfolio of international brands of Coats Viyella – UK, Allen Solly truly has been the brand that transformed the way people dressed by bringing in its concept of relaxed formal wear to India – bold and bright colours, concepts and patterns.

The brand has also undertaken a re-branding exercise and is planning to increase its store presence to 150 EBOs by this year-end. It’s also aiming for a 20 per cent growth this fiscal which will take its turnover to Rs 600 crores against last fiscal’s Rs 500 crores. The brand is expanding its product portfolio with special focus on belts, bags, wallets, women handbags, and is planning to launch a footwear range. Apart from rebranding and refurbishing its stores, Allen Solly is also planning to foray in kids’ wear. Currently, it has introduced its offerings in select regions to test market the range.