Chic Carissimo to spread its product line, enter more large formats

Chic Carissimo, the trendy lingerie brand from A Klass Fashions has embarked on a new journey with the launch of its new brand logo. The revamp and re-launch of the brand was well accepted by the industry. “We invited our core dealers from all over the country, who have been

with us since 1988, since our inception. They saw the new range, look and packaging and were upbeat about the change. Our logo and range reflects our new personality and innovative collections,” says Geeta Singh, MD, A-Klass Fashions. Meant for today’s youth their collection ranges from graphic Cheeky Checks and ethnic Racy Desi lines to Giraffe and Zebra prints. “The product attributes are summed up in the tagline—‘so soft, so snug, so me’. Through this we underline the comfort aspect as well as the trendy aspect of the range,” says Singh. Their product range varies from panties to camisoles and sports bras.

The company imports technical machines from reputed hosiery manufacturers. They have imported some 200 machines in the last four months. They also have two elastic machines, imported from Italy. “The capacity of these machines is to produce six lakh pieces a month. We are a vertically integrated unit right from fabric to elastic printing, stitching and then marketing. We make our own fabrics. In a few months we will be putting up our own knitting machines,” explains Singh.

Currently, the company exports to Sri Lanka and Dubai under a private label. Within India, they have 3,000 retail points spread from Jammu and Kashmir to the south and Guwahati and Shillong in the northeast to Mumbai and Ahmedabad in the west. The company plans to enter large formats soon. They have already made an inroad into Hyper City and are aiming for Shoppers Stop as well. Singh avers, “In a large format we are looking for 150 to 250 sq. ft. We are a mid premium brand and our vision is to be a must have brand in every woman’s wardrobe,” Singh says.

A Klass Fashions also has a children’s outerwear brand called Chiccita. It’s meant for young girls between the age group of 4-14. The company currently manufacturers sports bras but will soon start manufacturing regular ones as well. “We would like to begin with 15 to 20 styles these would be a mix of basic styles, evening line and day wear. The plan is to come up with a range next year,” Singh informs. With a vision of becoming a wholesome brand they also plan to include sleep wear to their portfolio.