Wadhawan Lifestyle Retail (WLRPL) that brought in cult brands like Ed Hardy,
and ed hardy schuhe
Christian Audigier to India in 2007 has tied up with Shoppers Stop for the first
shop-in-shop at Juhu, Mumbai.
With a vision to make high-end global brands
accessible to Indian consumers, WLRPL is a master franchise to open and operate
exclusive stores and shop-in-shops across India for brands, Ed Hardy and
Christian Audigier. “The initiative is to primarily license global premium
brands into India along with incubating original brands in new categories,”
opines Abhinav Zutshi, Business Head-International Brands, Wadhawan Lifestyle
Retail.
Ed Hardy – a high-ealtnd fashion line resulted from the partnership of the
legendary French fashion designer, Christian Audigier with Don Ed Hardy in 2004.
Another signature line introduced by him in India is ‘Christian Audigier’,
which is a super premium brand for casual evening wear.
Providing the latest styles every month through a range of designs, Ed Hardy has
a wide range of tees, jeans, dresses, jackets, wallets, belts, shoes, sunglasses
and much more for the fashion conscious consumer. “The USP of our brand is that
products are not repeated and hence, fashion conscious consumers want these
products as collectibles and limited edition pieces,” Zutshi says.
Ed Hardy currently has nine stores across India of these three are EBOs and six
shops-in-shops. The company is soon to launch another trendy outlet in South
Delhi. This will be its second outlet in Delhi. Zutshi avers, “As far as
expansion plans are go WLRPL will actively continue to deliver the best of brands
and international fashion in the coming years. We are in the process of
evaluating about six to seven global brands, which have a strong connect with the
Indian consumer. Soon we will be launching some of these and hope to continue
giving Indian consumers differentiated and high level service and experience.”
Already active on social media sites the brand keeps its consumers updated on the
networking site like Facebook. “Facebook gives us an opportunity to gauge
consumer’s needs and their perception about the brand,” exclaims Zutshi.
Meanwhile, the brand plans to explore newer and fresher markets. For example,
Zutshi says that women’s fashion for the age group 15-21 years is still untapped
in India. The same applies for men’s denims and kids wear. “A few years down
the line we would see Ed Hardy unearthing the potential of these segments as
well,” he adds. Last year, Ed Hardy Perfume
the turnover for the brand was Rs 13 crores. This
year, the expectation is a turnover of Rs 23 crores
Tagi: Christian Audigier
