Tie Rack attracts well-heeled Indians with attractive offers

Tie Rack, the London-based international specialist accessories retailer, recently introduced 2 ply premium 100 per cent cotton shirts under the Tie Rack label. In fact, they are all set to woo customers by announcing exciting offers. Jyoti Narula, MD, Genesis Colors avers, “A crisp

white shirt is a must have in every man’s wardrobe and we have also introduced slim fit shirts which are a hit with young executives. We have also announced a unique offer of ‘buy any shirt and get a tie complimentary’ at our stores and in our MBO’s. We have created unique combos of shirt, ties, and cufflinks.” Genesis Colors, the Indian fashion conglomerate the holding company for major fashion retail brands and marketer of international luxury labels signed a licensing agreement with Tie Rack last year.

Tie Rack London, which operates over 300 stores in 26 countries, made headway in India last year. “Tie Rack is renowned for offering superior designs and quality of accessories at reasonable prices. No other brand has such a huge variety when it comes to accessories in the Indian market. In India, customers are enthusiastic about a rich international shopping experience and enjoying the best of both -- quality and value. Encouraged by the response we have received in the Indian market, we intend to enter Dubai in partnership with the Emke Group on a store-in-store basis,” Narula says.

Taking into consideration the Indian heat and summers, their spring/summer emphasis is on vibrant colors. As far as accessories are concerned their ties, pocket squares come in a variety citrus colors. Targeting men who want affordable accessories without compromising on the quality, Tie Rack merchandize includes premium shirts and accessories like ties, cufflinks, rich leather portfolio bags, belts, wallets, watches, eyewear amongst others. “Our target audience varies from young executives who are constantly on a look out for trendy products and well traveled corporate honchos who will connect with the international legacy that the brand has established over the years,” avers Narula.

In India, they currently have seven stores in key markets. They are looking at opening 10 exclusive outlets within the first year of operations and 130 sales points by the fifth year of operation. Tie Rack is also present at William Penn in Bangalore and at Shoppers Stop. The size of each of its EBO is 500 sq. ft. carpet area. They are now planning to expand to other key markets like Punjab and Hyderabad.