Indiantelevision.com Team

(23 March 2007 8:00 pm)

MUMBAI: Esprit has lined up aggressive plans for Indian turf, with the launch of two new divisions - the Kids World Collection and the EDC on the anvil.

The EDC will be launched as a new and younger lifestyle brand under Esprit with exclusive stores in various cities. EDC - This is a trendy and youth oriented line catering to the age group between 14 and 22 years. This will now be launched as a brand on its own with a wider range of products and more styles.

In association with Madura Garments in 2005, a unit of Aditya Birla Nuvo, Esprit entered into the premium retail market in India.

Since then Esprit has expanded its presence with 10 stores in the country covering Mumbai, Delhi, Chandigarh, Bangalore and Pune. Over the next two years the company plans to roll out many more stores across the country thereby expanding its retail base manifold, informs an official release.

Speaking about Esprit's plans for India, Esprit Global chairman and group CEO Heinz Krogner said, "Esprit has a global turnover of around 5 billion USD in retail value and is present in nearly 44 countries. After experiencing tremendous success in Europe, Asia Pacific and the US, Esprit Holdings Ltd. sees a great future in India. We want to be the first choice for premium clothing for consumers in India who have a discerning eye for quality fashion. We want to be present in every major city of the country to be able to reach out to our target customer."

Esprit Global president Thomas Grote said, 'We have sharpened the positioning of each Division and have aimed at clearly defining the brand according to the product range, style, raw materials used and price points. Design is a very important factor of our lifestyle concept and we believe that the Indian market for now is one of the most dynamic ones in the world."

Madura Garments president Hemchandra Javeri said, "Esprit had the strongest International brand launch in India and is today the best run operation of an international brand in the country. This is an outcome of an effective partnership achieved through Madura Garment's strong efforts and Esprit's support. "

Madura Garments, an Indian apparel and retail company, handles a portfolio of brands such as Louis Philippe, Van Heusen, Allen Solly, Allen Solly's Woman's Wear, Peter England, Byford, Elements and SF Jeans. The company also plays a significant role as a global supplier for international brands such as Esprit, Marks & Spencers, Tommy's Hilfiger, Polo and Ralph Lauren.