“Like vinegar, though colourless adds a unique flavor to the food, in the same way a dash of Vinegar clothing adds flavor and life to one’s wardrobe,” says Varsha Bhawnani, Director, Vinegar Exports, while elaborating on the brand Vinegar’s USP.
With a turnover of Rs 14-15 crores and expecting a Y-O-Y growth of 25-30 percent, the brand is all set to expand its footprint in India and beyond. “In retail, we plan to open 4-6 more stores and penetrate further into European and Asian markets. We have started shop-in-shops in Australia and plan to open stores in Delhi, Hyderabad, Bangalore, and Pune and later into Tier II, III cities through the franchise route. Countries such as Singapore, Australia, Dubai and other Middle-Eastern countries such as Saudi Arabia and Kuwait are also on the radar,” Bhawnani adds.
Vinegar,
she says is a high fashion brand for women, strictly creating designs and styles that are imaginative, truly inspired and radical. “Vinegar is positioned as a brand that creates distinct, memorable fashion statements that go against all conventional and orthodox norms of fashion design. The creations are made-up of color and vibrancy and embellished with a bit of ‘the edge’ and ‘the out-there’ taking direct inspiration from the free-spirited, fearless nature a woman essentially needs to have,” she explains.
The brand is aimed women between the ages of 15-45 years and young fashionistas and style divas who have just learned about fashion. It is also for the teenage girl who aspires to look as sexy and glamorous as the celebs and style icons they see on TV. The target audience also includes workaholic women looking to turn some heads at their workplace and the housewife who seeks comfortable clothes for toying around throughout the day.
Vinegar is available at two EBOs - one in Mumbai and one in Bangalore and 10 MBOs in EU. “Our product portfolio is very versatile and is not seasonal. The collection ranges from apparels like casual wear, exclusive and high-end couture, office wear and a prêt line to footwear and accessories. We are planning to introduce an exclusive resort-wear and gym-wear line,” she explains.
For Spring/Summer, the brand collection has colours that are fresh like bubble gum mint, smoky pastels, rosy onion pinks, bottle blues, lots of white with natural techniques of tie and dye or dip dyes apart from use of lot of sheer and lace.
