Blues to bring three Turkish luxury brands

Delhi-based Blues Clothing Company (BCC) has joined forces with Turkey’s Orka Group to franchise three of their apparel and accessories brands in India. These high-end fashion brands -- Tween, Damat and ADV -- will enter the country

by October this year. The plan is to take the three men’s wear brands priced in the range of Rs 5,000 to Rs 20,000 to their multi-brand and standalone stores in the country.

The three Turkish brands will add to the long list of luxury brands that Blues already has an exclusive franchisee for in India. The company has many top brands in its portfolio that includes: Versace Collection, Corneliani, Corneliani ID, Cadini, John Smedley, VJC and Gianni Versace. “BCC has a rich variety in women’s wear as well, particularly luxury brands like Versace in Delhi and Mumbai. For the first time we are launching Versace collection women’s wear soon. Initially, it will be available in Versace collection at the Emporio mall,” says Abhay Gupta, Executive Director, BCC.

The company which has an annual turnover of Rs 100 crores runs the very successful Blues Galleria in select metros. Gupta says this is an innovative multiband luxury concept. “The idea is to serve our high-net worth individuals with a wide range of luxury assortments under one roof. It’s positioned in premium locations like luxury hotels,” he says. And as a part of their expansion plan BCC is coming up with more Blues Galleria stores in Mumbai, Bangalore and Hyderabad and Delhi. “Depending on the space and size of the store, every Blues Galleria will showcase some or all concepts/brands under the BCC portfolio,” he says.

BCC’s strategy is to focus on targeted marketing to reach their clientele. “Our marketing campaigns are based on a rigorous marketing R&D that goes in-depth with customer preferences and aspirations in line with the highest standards of luxury. The idea is to provide our luxury clientele the best of the best here in India,” Gupta opines.

In fact, BCC is very selective while choosing the location. Currently they are present in star hotels, luxury malls and are in the process of entering airports and Tier 2 cities. In the pipeline are stores for Versace Collection, Corneliani, and Blues Galleria at high end locations like The Taj Mahal Hotel, Mumbai; the Grand Hyatt plaza; Mumbai; The Taj Krishna, Hyderabad and the UC city, Bangalore. Gupta informs Blues Galleria currently has one operational store but soon it will be available in five places. Also, BCC is opening a Versace store at T3 terminal in New Delhi. “There are a number of such stores in the pipeline and we are analyzing the right kind of retail space feasible for the luxury category. The average size of the store will be 1,000 sq. ft.”
Media reports suggest the group will be investing Rs 500 million through debt and internal accruals for its expansion plans. That’s not all they are aiming for 100 per cent growth in turnover from Rs 100 crores to Rs 200 crores next year.