Exclusive Giovani stores in 20 new locations this year

Giovani, a lifestyle brand catering to formal and city wear, launched by Dhir Global Industries is out with its spring/ summer ’10 collection. They are also looking to expand their brand like never before. Giovani, which is spread across India in 11 EBOs and available at over

100 MBOs and large formats like Shoppers Stop, Central, Lifestyle and Debenhams, is looking to add 20 more EBOs by 2010. Initially, they plan to expand horizontally in Tier I cities and state capitals. Their second phase from 2011 would be vertical. They plan to open stores in cities like Dehradun, Jalandhar and Kolkata. MK Dhir, Director, Dhir Global Industries states, “For more secure and controlled monitoring we would like to have a company owned module with franchisee operation. We also plan to grow in large format distribution, multibrand shops, shop-in-shops and exclusive studios. We would be aiming at an area of up to 3,000 sq. ft. People have accepted our brand well and are the driving force for major expansion pan-India.” EBOs contribute 50 per cent of their sales while MBOs and LFS together give the other 50 per cent. They currently sell in UAE under the label Giovani and have plans to open stores in other Gulf countries and Hong Kong by 2013.

This spring summer the brand has gone all out to please its customers. With vibrant and soothing colors such as coral, pure white, lavender, beige, blue, brown and black, the brand has managed to touch the right cords. “Solid colors are very strong in the collection along with many variations of prints, ranging from symmetrical to the life and renewal of floral to give a sexy and sophisticated touch and feel. Sleek and sexy is a spring time look with soft and fluid silhouettes. The season will witness a lot of draping, pleating, flounces and ease in lighter fabrics and colors to create the Giovani glamour,” opines Dhir. The men’s collection too has colors like corals, purples and green. He further adds, “It’s always fun to pick up a few new things when the seasons change. It’s also a great opportunity to incorporate into your wardrobe a few key trends.” 

It may be noted that Giovani launched its EBOs in 2006, wherein they introduced the women’s line for the first time. Since then there has been no looking back. Women’s wear contributes 40 per cent of the brand’s business. Dhir exclaims, “It is very well accepted and the demand is immense keeping in mind today’s modern ready-to-go, well-traveled and enterprising woman.”

In 2009 -2010, the brand was Rs 42 crores. In 2010-11 they are estimating to touch Rs 80 crores. In the next five years they are aiming for a 500 per cent growth and to make Giovani a Rs 350 crores company.