Orient Craft ties up with European clothing firm

Orient Craft Brands Pvt Ltd, a subsidiary of leading garments and apparel exporter Orient Craft Ltd, announced a tie-up with the $2 billion premier European clothing brand S Oliver for setting up a retail chain to distribute the latter's products in India.

The first flagship store of the S Oliver brand will be launched in the national capital region in the next two-three months followed by other major cities like Mumbai, Bangalore, Chennai in the next two years.

"We plan to have 10 flagship stores in the major cities in the first two years, which will be followed by a wider footprint through the franchisee and shop-in-shop models in multi-brand large format retail chains to take up the strength to 60-80 stores by the end of five years," said Dhingra.

He added that these would be located in malls and high streets.

S Oliver will bring its men's and women's line, its business wear line "" S.Oliver Selection, its trendy line for the younger generation "" Q5 and a kids wear line.

The stores will also market other lifestyle products of the brand including perfumes, shoes and accesories.

The European brand's latest fashion product line "" Anastacia "" named after American pop star Anastacia, will also be brought in.

The company said that it was in talks with the pop artist for a promotional campaign in India. Dhingra said that revenues from this brand were expected to touch Rs 240-250 crore by the end of the 5-year period.