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Alok ties up with luxury bed maker Peacock Alley

Apr '07
Alok Industries Ltd has signed a license agreement with Peacock Alley, a premium brand for home linens in the US.

Under the terms of this agreement, Alok Industries will market its home linens range in India under the Peacock Alley brand, while Peacock Alley will provide design and marketing inputs to Alok. The agreement is initially valid for two years with an automatic renewal clause for successive one-year terms.

Peacock Alley, a premier manufacturer and importer of luxury bed and bath luxury linens, is known for its sophisticated and high quality products that create luxuriant and complete bedroom and bath environments. Headquartered in Dallas, US, the brand enjoys strong brand loyalty due to its commitment to impeccable quality, timeless styling, and unmatched versatility.

Peacock Alley luxury linens are sold through specialty retailers and high-end department stores. Alok Industries will position the Peacock Alley brand for sale in the super premium category in the domestic market.

“While India has seen a lot of luxury brands in various product categories, luxury brands in home linens have not yet taken-off in the same way. Alok's premium products in home linens coupled with Peacock Alley's superior design will offer Indian consumers a super premium home linens experience,” stated Mr. Alok Jiwrajka, Head - Home Textile, Alok Industries.

He further added, “Alok is amongst the largest exporters of bed linen globally to the US and a preferred vendor to leading international brands. Tapping the fast-growing domestic market for luxury linens is a natural extension of our home linens business.”

Alok had recently acquired 60% stake in Mileta International, a leading European manufacturer of high quality shirting fabrics, table linen, bed linen and exclusive handkerchiefs. It now exclusively owns all the brands of Mileta and will use them in India to widen its retail presence.

Alok Industries Limited

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