Theme to add shirts to complement suits range

Targeting a turnover of Rs 100 crores in the next three years, Silver Crest Clothing is planning to add shirts to complement its suits range under the brand Theme. The new addition will be made by spring/summer 2012. The Bangalore-based

company is rapidly creating a niche in the blooming world class tailored clothing market. As Shivani De, Senior Manager, Sales & Marketing, Silver Crest Clothing, says, “We are on a mission to create world class clothing with the Indian edge and today we have captured a significant share of men’s tailored clothing manufacturing in India, by winning respect and trust of many international clients.”

Theme, the in-house brand of Silver Crest Clothing is an established name in India, known for their suits, jackets and trousers. The products are marketed pan-India through large format retail chains like Shopper Stop, Central Malls, Lifestyle, Brand Factory, Globus and various leading multi brand outlets and specialty suit outlets. Though relatively a young brand, it has managed to be present in 392 large and small format stores and continues its retail expansion. Commenting on the brand’s retail spread, De says, “We are present at about 75 LFS and 317 MBOs pan-India, from Mumbai, Pune, Nagpur; Jalandhar to Chennai. We have an exclusive outlet and are planning to come up with 3-4 more EBOs by next year.”

The product line is competitively priced with jackets costing from Rs 4,245 onwards, suits from Rs 5,495 onwards and trousers from Rs 1,095 onwards. Brand only caters to men’s clothing. Elaborating on the latest trends in suits and jackets, De adds, “We have introduced fitted suits which are sleeker than slim fits. There are new styles in jackets with some value additions in terms of pockets, tabs, double pipings and printed lining. A collection of three-piece suits has also been introduced with matching waistcoats.”

De expects the suits segment to grow 7 per cent CAGR till 2015. She says that Theme has grown by 68 per cent last year and is expecting another 45 per cent growth over next year. She attributed the growth to favorable demographic conditions.

The company’s celebrations collection under Theme is a special occasion suits collection crafted with care. For festive spirit, Celebrations, collection of impeccably crafted suits are a perfect choice having sleek, elegant and stylish design. Under the jackets category, brand presents Bravura jacket, created with finest quality materials woven into a classic fabric, predominantly pure lamb’s wool tweed that is then crafted into a jacket with a distinct personality. The range is available in warm earthy colour tones of olives, blues and charcoals.