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'Sensuous from Sleepins' to be the next sensation
08
Feb '08
Nightwear defining fashionable designs and comfort, which as of now are taken as inessential, will be very soon sporting brand labels and will cost as much as any party wear outfits.

Not only is the segment growing at a rapid pace, India already has a giant company in the industry, the Pune based Sleepins Apparels.

In an exclusive interview with Fibre2fashion, Mr Kishor Chhabria, Managing Director, Sleepins Apparels, stated, “Nightwear market comprises 2 percent of the total apparel market, of which 20 percent is organized and while the remaining 80 is being ruled by the unorganized market. Our company enjoys nearly 15 percent of the organized nightwear market.”

Mr Chhabria further noted that its newest nightwear collection to be launched will have the same price and quality as any international brands. The sub-brand titled, Sensuous from Sleepins will start its range from Rs3000 and will go as high as Rs6,500.

When asked about the reason to have such high prices, Mr Kishor said, “International biggies are coming in India, and being a major brand for nightwear, we should also come up with high end price product which ultimately will help us grow.”

The Managing Director also confided saying, “We are planning to usher 10 new stores and would be selling our Sensuous from Sleepins in retail format with biggies like Pantaloons and Shopper's Stop. Although we haven't approached any retailer yet, the plan is to invest an approximate of 15crore for the outlets that are expected to open in the next 10 months.”

While disclosing the difference between existing brands and their new product line, Mr Chhabria said that they have used high end fabric like satin, which is imported from Italy, Korea and Japan. Besides, the collection would be designed by Ms Hayaa Sakhrani, daughter of the Managing Director.

Fibre2fashion News Desk - India

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