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India's womenswear brand 'AND' enters menswear segment
23
Apr '12
Mumbai-based womenswear brand AND has entered the menswear segment with the launch of AND Men. The company is investing around Rs. 30 million to build the brand name with “We like it simple, we keep it simple!”

Speaking to fibre2fashion, Mr. Mukesh Sawlani, Managing Director, AND Designs India Ltd. (ADIL), said, “AND womenswear has already made its mark in the growing Indian retail sector and we felt this was the right time to enter the menswear segment. We have launched AND Men and are investing Rs. 30 million to build the brand name in India's growing retail sector.”

“AND Men will also follow the design philosophy of AND that generally talks about being simple yet trendy and stylish. The USP of AND Men is 'We like it simple, we keep it simple!' i.e. simple styling with great cuts and comfortable sizing in easy breathing fabrics,” he informs.

Mentioning about various product offerings under AND Men, he says, “AND menswear merchandise includes T-shirts, shirts, shorts, jackets, trousers, denims and accessories made from fabrics like cotton poplins, linen, washed twills, and washed fabrics. The accessories for men comprise stoles, cuff links, and bags.”

Talking about AND Men's potential customers, he avers, “Attribute of AND Men is smart styling for every fashion. Accordingly, AND Men's target audiences are perfectionists, globe trotters, fun loving and adventure driven men in the age group of 19 to 45 years.”

Revealing the company's expansion plans, Mr. Sawlani says, “After opening two new stores in Mumbai, we will open 10 more AND stores (EBOs) this fiscal having both womenswear and menswear. At present, we do not plan to open stand-alone stores for the men's collection. We will not offer menswear collection at any of our existing outlets due to space constraints. However, the collections will be retailed through 18 MBOs, once we launch the autumn/winter collection. During the first year, AND menswear will be retailed in major cities like Delhi, Mumbai, Kolkata, Bangalore, and Hyderabad.”

Fibre2fashion News Desk - India

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