Leading premium lifestyle brand Giovani from Dhir Global Industries is planning aggressive retail expansion. “The brand has ventured into retail to showcase its theme-based coordinated lines and now wants to establish its presence in the premium
segment by opening quality stores, only at the best of locations. Presently there are 13 exclusive stores spread across India and within the next six months another three stores will be operational,” says M K Dhir, Director, Dhir Global Industries, elaborating on the brand’s retail strategy. Over the next three years, the total number of EBO count will be pushed up to 50 along with increasing the number of MBOs.
Giovani
is also present in all major chain stores like Shoppers Stop and Lifestyle and is looking at spreading its footprint in Tier II and III cities. The garment manufacturer and exporter with over 40 years of experience, exports to some of the top brands in the world. Commenting on their expectations from the winter business, amidst the overall gloomy economic situation, Dhir says, “For us, last winter was good. No major growth expected this year, but as of now secondary market are yet to pick up. We presume factors like recession, low customer sentiments etc, will not impact business in a big way this season, as sales during this time of the year is driven by festival and marriages.”
Launched in 2000 as a formal wear brand for men, Giovani is now ranked among one of the best formal wear brands in the country. It also offers collections for women. The offerings this winter are based on four moods: corporate, festival, club and travel. “For our brand, bandhgala is an important category. We are using it under two themes -- festival and club wear. Also shiny jackets are important for A/W 2012. The youth have started buying our products, and future demand will be driven by them. The fittings and silhouette have been changed to fit a younger body,” Dhir sums up.
