The Hindu Business Line : Arrow aims at becoming lifestyle brand

Bangalore, Nov. 13 Arrow, from the Arvind Brands stable, is on a transition mode — from being known as a formal “shirts” brand to becoming a complete “lifestyle brand.”

New-look stores, designed by London-based design firm JHP, are being opened in major towns and cities in the country, showcasing Arrow’s entire range of shirts, casual and lounge wear, suits, sports wear, women’s wear and accessories.

Six such stores have been opened recently in Bangalore, Ahmedabad, Delhi and Surat. Fourteen more new-look stores are being planned for this year. (Arrow already has 50 stores in the country.)

Said Mr J. Suresh, CEO, Arvind Brands – Brands & Retail: “Earlier, the focus of the brand was just on formal shirts. With the number of formal occasions coming down and even office wear becoming more casual with slim fits and different trims, we didn’t want to restrict our core offering to just formal shirts. Even our formal shirts will now have a fashion element to them. We will also be soon launching a press campaign focussing on Arrow suits from Italy.”

About Rs 20 crore will be invested in the brand makeover – on stores and advertising, he added. While suits and casual wear will get a good look in this year, Arvind Brands hopes to focus on women’s wear next year.

Arvind Brands has the rights to sell Arrow (owned by Phillips Van Heusen Corp) in West Asia, India and South Africa.

Apart from India, Arrow is present in West Asia through four standalone stores. Arvind Brands plans to enter South Africa early next year.

Retail revenues from Arrow was Rs 125 crore last year. This year, it is expected to be around Rs 180 crore, said Mr Suresh.

Sales from West Asia forms about 6 per cent of Arvind Brand’s retail revenues from Arrow. “We hope this will increase to 10 per cent in a couple of years,” said Mr Suresh.

More Stories on : Brands | Retailing | Readymade Garments

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