Pinkcow to focus on teens, introduce smart dresses

Adding to its range of exclusive party collection for little girls, three-year-old brand Pinkcow is planning big product expansion. The brand is currently working on creating a smart line of dresses for 9-14 year olds, who dislike frilly dresses. “We are also going to make birthday dresses for one

year olds as our exclusive ready to sell products apart from creating a parallel line of dresses to retail in large format stores,” explains Pratima Anand, Designer and Director, Pinkcow.

Expandin

g product offerings

Pinkcow was incepted three years ago with a focus on party wear. It’s a niche category considering only Bangkok and Hong Kong apparels were available in the Indian market. “Once I stepped out to find a party wear dress for my daughter but couldn’t find anything that would fit my expectations. That’s when I decided to do a kids’ wear line of party dresses for girls, which is comfortable, stylish yet not made with synthetic fabrics,” states Anand.

< The brand is now in the process of launching a huge variety of ghagra cholis and gowns along with dresses for 9 to14 years category. Explaining the concept, Anand says, “I have a 9-year-old who refuses to wear frilly kids’ dresses. She wants dresses to clothes similar to what I wear. I have decided to launch the 9 to 14 years old collection called ‘Smart Dresses’ for teens. We are going to launch it this year.”

The brand caters to all other age groups from one month old to 16 years old. The range consists of dinner dresses, casual dresses, play dresses, birthday dresses. Brand is known for creating first birthday dresses. Accessories like small booties, hair bands and bracelets which go along with the dresses are also offered as a complete package. “We also do theme dresses for kids for their birthdays and specialize in gowns. We have just started ghagra cholis with English kind of design. We don’t do garish, Indian wear. We take the best of Indian embroideries and place it in English silhouettes and colours. It looks beautiful and that is the highlight. That is how Pinkcow works,” elaborates Anand.

Retail Detail

Pinkcow ensembles are retailed through 5 to 10 MBOS in Mumbai, Hyderabad, Kolkata, Coimbatore and Chennai. It has only one EBO. Divulging details about retail expansion, Anand says, “I do not want to dilute the designer wear Pinkcow so I would be starting a parallel line which would be placed in large formats.”

Plans of creating an exclusive line of ready-to-wear dresses for one year olds are in the pipeline. “We are going to work on ready-to-wear with a whole pack where everything comes together. It would have good pricing and packaging for a one-year-old and the mother,” exclaims Anand.