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Softline aims ₹250cr in 3 yrs; launches pocket leggings

Aug '19
Pic: softlinegirl.com
Pic: softlinegirl.com
Softline, the premium womenswear brand in leggings, outerwear and lingerie from Rupa & Company Ltd, is aiming at taking brand revenue to ₹250 crore in next three years. As a part of its growth plan, the brand has announced the launch of India's first comfort fit pocket leggings, and opened an exclusive online store softlinegirl.com to push e-commerce sales.
Softline has identified 'product innovation' and 'digital' as the strategy to further intensify the growth chart, a press release from Rupa & Company said.
The launch of comfort fit pocket leggings addresses a long-standing demand in women's fashion. In line with its brand philosophy #EffortlessYou, this pocket can easily fit a mobile phone, thereby empowering women with enhanced mobility and convenience.
“Softline has always pushed the envelope in terms of innovation, variety and comfort for women. Staying relevant to the customers and addressing their needs is at the core of what we do. We understand the importance of pockets in empowering women with convenience and the launch of India’s first comfort fit pocket leggings will offer an effortless style statement for modern day women. With the rise of working women, we see a huge potential in this category as it offers enhanced mobility and convenience to them. The leggings category is growing at 50 per cent year-on-year and we are hopeful of capturing 20 per cent of the organised Indian leggings retail market by 2022,” said Vikash Agarwal, president & brand director, Rupa & Company Ltd.
Aiming to provide women with the best quality products and a smooth shopping experience, softlinegirl.com—a one stop solution for women's clothing—will showcase an exhaustive range of ‘wardrobe must-haves’ for every woman to be ready for every occasion. 
“Going forward we see a shift in consumption behavior and expect e-commerce to drive a large chunk of the business. Therefore, in our attempt to become a future ready organisation, softlinegirl.com will play a major role. I am confident that our sustained focus on product and e-commerce will help us achieve our business goals in the coming years,” Agarwal added. (RKS)

Fibre2Fashion News Desk – India

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