Creative Group unveils exclusive brands for retailers

The Creative Group, under the chairmanship of its founder Vijay Agarwal, is rapidly expanding its domestic business through a series of brand launches. The company recently launched a young women’s brand O2Xygen, with an

exclusive marketing arrangement with Central, and two casual wear brands for men called Urban Republic with an exclusive tie up with Brand Factory (Future Group); and Tom Collins with an exclusive tie up with Reliance Retail in their Reliance Trends format.

Commenting on the emerging trend of creating labels exclusively for a retail format, Rahul Mehta, Managing Director, Creative Lifestyles says, “This is a new trend which we and retailers are capitalising on. Retailers want to create a unique proposition for customers and build up their own identity. They are looking for brands that are marketed only through their outlets. It’s a trend that started with Future Group and now Reliance is following the model.”

The Group already has two active brands, which are leaders in their own categories -- Portico in Home Fashion, and 109°F in women’s western wear. Creative Lifestyle, the division of the Group also launched its Indo-western line of women’s wear, under the brand name Fusion Beats. Having connected with its target consumers instantly, the brand is now being retailed through all leading chains such as Shoppers Stop, Pantaloons, Central and Lifestyle.

Urban Republic is an exciting new concept of a brand being specifically developed for the Brand Factory format. Consisting of denims, casual shirts, and trendy T-shirts, it is positioned as a sharply priced offering for the fun loving urban youth and is poised to expand its range to include casual trousers, cargoes and shorts.

Mehta goes on to add “Tom Collins positioned as a denim brand for the fashionable youth, is making waves in the stores it has been launched. We are now eyeing the kids’ wear segment in the coming seasons. There are very few brands in the kids’ wear segment and we want to exploit that space.”