Targeting at the urban young and corporate executives in India and neighboring countries, the brand Brittonwoods from Ajay Synthetics will be launched nationwide during this festival season. Brittonwoods will offer premium suits and ties.
Ajay Kabra, Director, Ajay Synthetics, explains, “Since suits and ties are basically English wear, we decided to use an English name.” The brand will introduce new collections every three months and for the 2012 festive season they will have premium trousers in 100 per cent cotton, terry rayon, poly viscose with lycra and cotton linen fabrics. “On the cards are premium shirts in party wear, designer and semi formal concepts in natural fiber which will be introduced in 2013,” says Kabra. For shirts natural fibers like Irish linen, handloom silk, 100 per cent cotton are used.
In suits the brand offers formal, designer and party wear. The prices for formal suits range from Rs 5,995 to Rs 6,995. The designer and party wear collection ranges from Rs 7,995 to Rs 8,995. Kabra believes that in men’s suits there are only two popular segments, formal suits and party wear suits. So the brand is coming up with designer semi-formal suits in a big way. “We are developing something new and are expecting a big change in the suit segment for youngsters,” says Kabra enthusiastically. In ties the brand offers a range of premium business, designer and party wear ties in pure silk, jacquard and micro, catering to the vibrant urban youngsters. They come in an exclusive imported designer wooden box making them ideal corporate gift concepts.
For the forthcoming autumn/winter season, Brittonwoods is introducing an array of designer blazers in poly wool, English wool and Arctic wool along with designer and formal collections in terry rayon and poly viscose fabrics. As for retailing, the brand is focusing on MBOs and large format stores in the metros and Tier I cities. Kabra says, “We have targeted 300 shops with retail stores nationwide. Our plan is to deal directly with retailers through dedicated state- or area-wise representatives instead of appointing representatives and distributors globally.” The group’s annual turnover is Rs 100 crores. The garment division is aiming for a turnover of Rs 15 crores in the first year of operations. Perhaps, with a punch line like Style Saga, Brittonwoods just can’t go wrong.