Forbes Brands woos youngsters with Facit

Shapoorji Pallonji’s (SP) Gokak Textiles branded apparel venture Forbes Brands recently announced the launch of its youth-centric men’s innerwear brand Facit. The innerwear is launched with the aim of providing fashion quotient and adding an ‘X’ factor to men’s innerwear collection.

It will be available across 2,000 retail stores in the country and gradually scaled up to 4,500 in the next one year. It will also be available across 500 shop-in-shops. The price ranges between Rs 69 and Rs135 for briefs and Rs 89 and Rs 185 for vests.

 

Facit launched six range of innerwear collection with each offering something new and exciting to the consumer. Nischal Puri, CEO Forbes Brands, SP elucidates, “For the first time in the industry, we have a range of vests and a range of active vests. There is a clear sub-brand for each category.”

Cotton Essentialz is an everyday use regular cotton briefs, being offered in nine styles. The second range is called Trendz; these are trendy innerwear with fashion forward silhouettes, innovative shapes and contours in four styles. They have also introduced trophy briefs with pouches for superior comfort. The third range of briefs is called Boldz; it showcases fashionable and designer elastics in fine styles for the first time in India. The fourth range is Luxe, a luxury collection in six styles offering inner wear in a unique combination of cotton and spandex. Similarly there is a range of vests in the Facit collection.

With an initial investment of Rs 3.5 crores, Forbes Brands will manufacture five million pieces annually through their two factories in Karnataka. The company is targeting the Rs 2,500 crores middle and premium men’s innerwear market which is growing at 35 per cent every year. Besides innerwear Forbes also manufactures T-shirts under the same brand name. “We will roll out 70 to 100 designs of printed T-shirts a month. In T-shirts the consumer wants more choices in printed tees. And our printing technology is more innovative than what has been witnessed in the India so far,” says Puri.

It’s the pace with which new designs will be made available that will decide the success of Facit T-shirts. “We have launched these in two fits. The ultra smart fit and the smart fit. The ultra smart fit has gone down very well.  The youth is ready to pounce on any product that speaks their language,” states Puri.

In the first year of operations the company plans to do Rs 32 crores with Facit and anticipates a 70 per cent growth for the next year.