Park Avenue: Plans 10 EBOs, lifestyle accessories

Eyeing Rs 350 crores turnover for this year, Park Avenue from Raymond Apparel is extending its retail reach by launching 10 new EBOs. “I am very optimistic about the upcoming winter. We are anticipating a great season,” says an optimistic

Shreyas Joshi, President, Raymond Apparel. “I think consumer sentiments are already turning positive, which is a good sign,” he adds. With a new logo, Park Avenue is in 500 Raymond shops now. At the beginning of the year they launched the new concept for Park Avenue exclusive stores and now have 50 Park Avenue EBOs with 10 more in the pipeline. The brand is also in 400 MBOs and 125 large format stores across the country.

Adding further, Joshi says, “With The Raymond Shops, Park Avenue is in Tier II, III towns. Some of our EBOs are in these areas, since consumer aspirations in smaller towns are high. Park Avenue is also present on some online stores, but we are also looking at the possibility of creating our own e-platform.” Park Avenue is among India’s first men’s ready-made garment brand. It enjoyed the Raymond Heritage and took on the values of – trust, integrity, quality, excellence. Today, in its 25th year, it continues to be counted among the men’s leading apparel and lifestyle brands. It provides stylish and innovative wardrobe solutions to well-dressed gentlemen.

The brand has successfully introduced innovative finishes having a technological advantage such as auto fit trousers, super crease trousers, bamboo shirts and trousers, non-iron shirts, wrinkle-free shirts, easy stretch garments, nanotech high performance suits, comfort suits, odour shield, Résista, anti- UV shirts, crystalline shirts, cotton XLA and Teflon trousers. In 2007, Park Avenue introduced western formals for women with a collection of well fitted suits, skirts and scarves. Meanwhile the brand recently launched luxury ‘polarized eyewear’ in 18 unique designs and lifestyle accessories like sunglasses, innerwear and footwear that complement the discerning & fashion conscious individuals.

Its autumn/winter 2012 collection for men takes inspiration from the adage ‘Old is gold’, with a fresh twist. The range is an eclectic package of crisp and confident clothing for every occasion. Crafted with 100 per cent wool, wool blends and silk blend fabrics, the collection proffers five distinctive looks, taking a different theme each month of the season, for the modern male. “The women’s range for the season is based on deep connotative themes like ‘Yield Story’, taking clue from nature’s growth and striking a balance between the Sun’s energy and the Earth’s yield, ‘Hybrid Story’ bringing in an interplay between time and culture to create a unique product offering; and ‘Kiln Story’ using elemental and environmental heat to produce sensorial, organic and rustic forms. With 60 per cent winter and 40 per cent summer offerings, we do polywool and wool throughout the year and in summer we get into linen and linen blends and cotton and cotton blends,” states Joshi.