Lux to foray into large format stores for bigger reach

Lux, the popular brand of inner and thermal wear has unveiled its new winter range and is ready with its Spring/Summer 2014 collection. It has come up with three popular varieties of thermals for winter under the brand: Lux Charger, Lux

Cottswool and Lux Inferno. It’s also looking at expanding its retail presence throughout the globe and India.

Plans to increase retail spread

Lux products are popular in the US, Africa, Middle East, Far East and a few European countries. An extensive expansion plan is in the pipeline to establish its presence across the globe. Lux products range from Rs 50 to Rs 1,500 and include men’s and women’s wear like vests, briefs, boxers T-shirts, track pants, shorts, bermudas, leggings, socks, camisoles, panties, thermals and woolens.

The products are available at over 7,00,000 points of sale throughout India. Ashok Todi, Director, Lux Hosiery explains, “There are plans to get into large formats (LFS) as we are not available there as of now. Soon, however, we will be available at all leading LFSs. There are plans to open EBOs as well. We also want to increase exports apart from increasing the number of products under Lux innerwear umbrella and get into the women’s wear segment. The company is also planning a factory with a single unit of one million square foot in Kolkata.” With a group turnover of Rs 1,000 crores, Lux aims to reach Rs 2000 crores over the next three years.

Winter and summer offerings

Meanwhile Lux has unveiled three popular varieties of thermals for winter under the brand titled Lux Charger, Lux Cottswool and Lux Inferno. “We have increased the production of the latter, due to rise in demand and superior product quality. This winter, we have also launched a premium winter wear under the brand ‘Onn’. There are two varieties under it. Onn thermal, made up of double knit fabric and is extremely soft and Onn Woolen, made up of 100 percent pure Australian wool. This is extremely thin and is capable of keeping one warm in most extreme cold conditions,” says Todi.

The winterwear range comes both in basic colours like white, black, and grey along with other shades of red, blue and cream. For Spring/Summer 2014, the company has a lot in the pipeline. “In women’s wear, we have started with Lux leggings in various varieties. In Onn, we are about to launch over 16 products. We are continuously innovating with new fabrics and colours that will keep us a step ahead and the result will be visible in the next season only,” adds Todi.

Lux products are widely available in almost all popular online shopping sites like Flipkart, Snapdeal, Fashionara, Homeshop18, Infibeam among others. The company has launched its own website for the Onn brand.