Chennai Silks’ casual wear brand Vitomine is planning major product expansion. The brand will strengthen its product line and increase its depth. It is also looking at entering international markets like the UK by 2012. Last year, Vitomine registered
good sales. K Sivalingam, Director, Chennai Silks explains, “We are planning to add a couple of segments in men’s ethnic and sportswear this Diwali. Youngsters can expect something exciting and fresh. And by Diwali 2012, we will have men’s accessories like luggage, shoes, etc.”
Sivalingam says, Vitomine is going in for pin stripes and medium checks which are going to rock this autumn/ winter. There will be plenty of these in its A/W collections and they are expecting a massive response as well. Since the young crowd is more aware and largely concerned about fits, the brand has launched three new fits. Vitomine offers trousers in 100 per cent cotton, CVCs, denims, wool blends. The collection ranges between Rs 699 to Rs 999. Also in the offing are shirts in 100 per cent cottons, giza cottons and CVCs ranging from Rs 599 to Rs 2995.
Retail-wise the brand has a presence in 14 MBOs. Sivalingam says, “We will soon go into more MBOs as now we have our own set of customers and the response is positive. We look forward to adding around 50 more stores.” Sivalingam believes cosmopolitan cities are the where the level of brand awareness is very high. Vitomine is looking to tap more such cities. Exclusive Brand Outlets are also being planned. “We are looking for a minimum area of 2,500 sq. ft and will concentrate on opening EBOs in Tamil Nadu. It is too early to talk about them but we can expect this to happen by 2012, after the festive season.” Apparently, the brand name sounds like vitamin and when asked about the connection. Sivalingam replies, “We hit upon the name because just like vitamins are necessary for one’s health, our brand Vitomine is necessary for a complete man,” signs off Sivalingam.
