Brittonwoods: The new entrant with big aspirations

Brittonwoods, a relatively a new entrant in the booming suits market has focused its collection on premium products which includes suits and ties. The brand from Bhilwara-based Ajay Synthetics is targeting a turnover of Rs 15 crores in the

first year of its operations. It offers an entire range in business, designer and party wear segments. Talking about the focused combination of suits and ties, Ajay Kabra, Director of Ajay Synthetics explains, “There are very few brands working in the suit and ties segments. And the few present are focused only on one segment-- either formal or party wear. There are no players handling all segments like designer, party and formal wear together. So we decided to venture into the space.”

Ajay Synthetics has been known for its suiting fabrics in the domestic market and abroad. The comprehensive product-mix include: fabrics range from classic formal wear as well as semi- formal wear, in unique blends of polyester viscose. Exciting innovations are accentuated by an array of blends in new finishes, like high wicking, cool comfort, anti-bacterial, anti-static, odor preventive, bio-degradable and energy fabrics. Kabra says with Brittonwoods they are targeting urban youngsters and corporate executives in the metros and Tier I cities in India and neighboring countries.

The brand’s business suits are priced between Rs 5,995 to Rs 6,995, whereas designer and party wear segments range between Rs 7,995 to Rs 9,995. The blazer collection is between Rs 4,495 to Rs 5,995 and ties are priced between Rs 345 and Rs 695.

As a part of its retail strategy, the company wants to establish its presence through family owned mega stores. “We are not planning to take our collection in EBOs and LFS as of now. All our sales are currently happening through state wise agents. We are present in six states and available with 80 MBOs. In next six months we will be present in 20 states with 250 MBOs,” Kabra says.

Brittonwoods offering for autumn/winter season consists of an array of business suits in poly wools, designer and party wear blazers in artic wool and English wool along with the regular collection of designer, party and business wear.

Expressing his opinion about the changing scenario in the Indian suits category, Kabra said, “Only international brands are making formal suits, Indian brands are now focusing more on designer and party wear segments. Moreover, now there is a demand is for designer suits. For most end users, fashion has become an important part of clothing. But for the brand to be successful in the suits category, its collection must have a perfect blend of functionality and fashion.”