Warming up the winter with Monte Carlo

With the winter chill setting in, Monte Carlo, India’s premier lifestyle brand has unveiled its extensive winter collection. The new range has a wide variety of designs from bright argyls and stripes to classic cables and self-structures. The new collection that has sporty jumpers and woolen

cardigans and pullovers for classic men is in keeping with the brand’s current style statement ‘Live Alive’.

 

Monte Carlo has also introduced a women’s Alpha range. This has jumpers in a wide variety of colors and designs, multi-pocketed jackets with sharp tailoring. Jackets with inside knit hoods and extended knit cuffs give a “double garment look”. The new range also has tracksuits in solid colors and brushed and unbrushed fleece. The complete range of tracksuits are full zipped, half zipped, placketed, round neck with chest prints. They have been exceptionally crafted for extra comfort. Monte Carlo has also introduced new Lexus (trouser) with very fine count fabric this winter season.

According to Sandeep Jain, Oswal Woolen Mills Ltd, “The brand which has been in the market for the past 26 years has market share of approximately 50 per cent to 60 cent.” And a shrinking winter season has not really affected their sales. “Volumes are increasing season to season. Demand is growing in terms of numbers. Our winter category contributes almost 65 per cent of total sales,” Jain adds.     
As a part of its newly evolved marketing and distribution strategy, the brand is now aiming at strengthening their presence in national market. “We have completed our 100th exclusive outlet. As a part of our company’s national level policy we are looking at wider presence and improved distribution and marketing,” Jain explains. By March 2010, the brand plans to open 25 new showrooms. “This will make the total number of exclusive brand outlets to 125 across the nation,” Jain adds. The retail expansion will be carried out through a mix of company owned and the franchisee stores. The company also has strong presence in 800 multi brand outlets and shop-in-shop across the country. Recently, the company has tied up with Madura Garments to retail Monte Carlo collections at their Planet Fashion stores across the country.