Paislei plans more MBOs and increase visibility and reach

After having tasted huge success last winters, women’s ethnic wear brand, Paislei, plans to march ahead with a target of Rs 25 crores next. Its banking on innovative product lines and retail expansion to achieve its goals. As Sudesh and

Mayank Sabharwal, Directors Ridha Fashions explain, “Last winter was stupendous for our brand. We reached many new markets and made significant addition to our customer base. This year, we are getting lots of queries from agencies and customers. A large volume of queries have come from north India. Hence, we anticipate 100 percent growth in sales this winter.”

They further add, “Our turnover for last fiscal was around Rs 15 crores and the goal is to achieve Rs 25 crores next year. The lion’s share of the revenue will come from MBOs.” They plan to add at least 300 new dealers this year. “We have 10 exclusive brand outlets and expect to take this count up to 17 by the end of coming year. We are also working on an e-commerce site which will be launched soon. Besides, we have teamed up with some of the best and largest online retailers like Jabong, Myntra, Fashion and You, Snapdeal and eBay to name a few.” Simultaneously the brand is increasing its visibility through social media sites like Facebook, Twitter, Pinterest etc.

The name is inspired by the term ‘Paisley’ which means a droplet pattern that resembles a mango. The name was chosen very thoughtfully since it reflects Indian ethnicity, which is the underlying theme of all creations of the brand. Within a few years of introduction the brand has managed to be placed well in big MBOs and LFS like C&M and Biglife Ritu Wears. Its now now looking to join hands with Shoppers Stop, Globus and Lifestyle this winter.

On the international front, the brand provides cash and carry facility to customers abroad. “Every year, we receive lots of customers from the Middle East, Canada and the UK. They purchase our product mix and sell them in their stores under our brand name. We are also coming up with a dynamic brand communication campaign which will make us go viral within a short span of time. We are thinking about interacting with our customers through social media sites like Facebook, Twitter and Pinterest,” they explain.

Paislei was introduced in 2009 by Ridha Fashions. The prime motive behind introducing the brand was to make available excellent and exceptional designer wear for women, at reasonable prices. The duo assert their plans of opening 40 more stores in the next five years, will enhance their mass productoun capacity making it even more affordable. They plan to install a new production plant this year with all modern equipments. The brand offers everything from office wear to semi formals and daily wear to party wear.