Allen Solly gets more youth-oriented; expands casual wears

Aditya Birla Group company Madura Garment is revamping its Allen Solly brand by making it more youth-oriented and expanding offerings in casual and party wears, besides its formal wear segment.

The company said it plans to give its existing stores a new look to suit the new campaign of targeting the youth. It will also double the retail presence to 120 outlets in the next two years.

"Allen Solly started out with formal wears, but as time changed we included casual wears. Now we want rejuvenate the brand and give ourselves a more youth oriented image," Allen Solly Chief Operating Officer R Sathyajit told PTI.

The brand, which has an annual sales of around Rs 250 crore, is expecting to double the contribution from its casual wear business to around 40 per cent in its overall business in the next two years.

Asked if the company has been impacted by the economic slowdown, Sathyajit said sales of the brand dipped slightly forcing it introduce products in various price points.

"We had introduced some of the clothing lines in a lower points," he said, however, adding it won't drop the price beyond a level so that the brand continued to be in the premium segment.

Allen Solly is also planning to expand its retail presence by opening 60 more stores, particularly in the Tier II cities of the country.