Home / Knowledge / News / Apparel/Garments / Stori contemplating aggressive expansion
Stori contemplating aggressive expansion
Nov '11
Stori Fashion, owners of brands – Stori and Red Flame plan to open exclusive brand outlets (EBOs.

Stori was launched in 1998 as a formal wear brand and is currently available in over 1000 leading MBOs across India. The apparel retailer later forayed into casual wear with Red Flame. Red Flame targets the 25-45 age group with denims, capris, casual shirts and shorts.

And now it is coming up with a big range in casuals in Red Flame. In this category, it will be showcasing denims, five-pocket cottons, clean look cotton trousers, casual shirts, etc. in a big way.

The strength of Stori Fashions lies in its variation in the fabric. They mainly import fabrics for consumption and do so from the best of the mills worldwide. And since all the production is in-house, its quality standards are very high.

In terms of quality, be it fabric or stitching, the formal shirts range is at par with any other leading brands in formal wear. Their range is also reasonably priced. The price range for formal shirts is from Rs 895-1595.

Speaking to Fiber2Fashion, Mr. Amit Jain, Product Development & Marketing Manager, Stori Fashions, about the challenges being faced by the denim industry, says “Procuring fabrics from mills, handling workers, getting payment on time from retailers/distributors are the major issues. But these problems are temporary.

"After a year or so, the cycle will smoothen out because small players will exit the industry. So there will be players of just one level in the market, the transition from buyer's market to seller's market will soon change the existing scenario.”

Stori is looking at EBO's to boost revenue, as Mr. Amit Jain puts it, “We are coming up with EBOs next year. We are targeting the regions of Andhra Pradesh, Orissa, Tamil Nadu and Kerala. The reason behind spreading into these regions is that we have a strong hold in the South and East, so we are looking forward to capturing the entire southern region with our EBOs. For promotions, we will be coming up with campaigns in print and outdoor next year, as per the requirement of the particular region or state”, he summed up saying.

Stori currently has a strong market presence in the south and the east where winter is mild, so the product line caters to all-seasons. The brand has a marketing partnership with Future Group owned Centrals throughout India. It can also be located on shelves of Trent Ltd. controlled Fashion Yatra stores.

Apart from this Stori is stocked in about 1000 MBOs across the country with a strong presence in Maharashtra and Uttar Pradesh. It has also penetrated the markets of Punjab, Delhi and Gujarat. Jain says that metros are not the only place where the brand is performing well they are also focusing on getting good results from Tier II, III cities.

Fibre2fashion News Desk - India

Must ReadView All

Textiles | On 20th Feb 2017

UK textile & apparel exports up 7.05% in 2016: UKFT

The exports of apparel and textiles from the UK have increased by...

Textiles | On 20th Feb 2017

Himatsingka Seide incorporates subsidiary in Europe

Himatsingka Seide Ltd, one of the largest producers of home textiles...

Courtesy: Green Initiatives

Apparel/Garments | On 20th Feb 2017

Green Initiatives launches Re:Form to end textile waste

Green Initiatives, a non-government institution, has launched...

Interviews View All

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Rashi Menda

Every fifth sale we make on Zapyle is a repeat purchase

Saket Garg
Garg Corporation

The biggest challenge is lack of skilled workforce and competition from...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Eric Scholler

The Indian market has huge potential in technical textiles, and by far,...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Sonam & Paras Modi

Sonam and Paras Modi's Sva Couture is synonymous with head-turning...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Subscribe today and get the latest News update in your mail box.
Advanced Search