Blues Clothing redefines luxury home décor

Blues Clothing Company (BCC), a vertically integrated fashion and retail company that retails the best of luxury Italian brands in India, has diversified into interiors and home furnishings. It’s aimed at the well-heeled, globally traveled Indian

consumer in the premium to luxury segment. Well-known for retailing apparels from Gianni Versace, Versace Collection, Corneliani, Cadini, John Smedley and Tween, BCC will be offering the latest trends under one roof with an autumn/winter launch in an effort to duplicate its experience in the clothing business to luxury home interiors. Targeting a Rs 100 crores turnover from this section, their first flagship interior store spread over 50,000 sq. ft. at The Galleria Mall in New Delhi, will be offering  a complete home décor range. The exclusive display areas will make it a one-stop shopping destination for its exclusive clientele.

Blues Home Division will be retailing premium home décor solutions where clients can mix and match various unusual themes to create their own look and style in a wide offering across a cross section of price zones and unique brand concepts. Some of these brands include Versace Home which has got a preferred area inside the Blues Home as a standalone island, Ayaan which is well-known for its Indian artifacts, Jagtar known for its Thai silk, Obsession contemporary and international range of rugs and carpets, El unique 925 sterling silver range as well as Haute Monde collection of leather furniture and furnishings.

“These are exclusive arrangements and depending on the success of individual concepts, we will grow them separately or collectively. They have all been brought together by BCC as a unified home solutions offering to ensure our client base does not have to move around in order to find essential solutions which the target audience will look for,” says Abhay Gupta, Executive Director, Blues Clothing Company.

“Home has typically been a forte of the unorganized zone. This segment is passing through a phenomenon which the ready-to-wear industry went through in the early to mid nineties. No one today has the time or inclination to hire carpenters or do up the furniture themselves. They would rather pick up ready solutions off the shelf. Branding is becoming important and is playing a vital role. Large space availability is another criterion which cannot be ignored,” he says. Blues Home for now will be at the existing location only. No concrete expansion plans have been defined until they get a clear market response.

The target consumers for the Blues Home besides celebrities and top industrialists will be people with taste and style who can mix and match their own sensibilities to be able to showcase and factor in offerings within their own budgets. As a part of their promotional activities for a brand building exercise, the company plans on events and advertisements as well as tie-ups with architects, interior decorators and builder lobbies.