International brands to go alone into the market

When Dinesh Sehgal, managing director, Blues Clothing (BCC) expanded his family business in 1994 to venture into the garments retail business, he knew he wanted to reach out to serious suit buyers in India.

Today, his company with a turnover of Rs 18 crore is the force that's bringing premium, imported brands like Versace, Giovanni and Corneliani to India.

What's more, Blues is gearing up for aggressive expansion as it introduces its in-house brand Su-Misura and concept clothing like Bench and Bar for those in the legal profession.

For starters, the company will open exclusive stores of high-end, international brands at MG13 mall on Mehrauli-Gurgaon road in New Delhi in February next year.

BCC has already been a leading retailer for brands like Valentino, Karl Kaiser, Versace Collections, Corneliani, Cadini, Givo, Ferre, Cerrutti and Tussardi, but now the company has moved a step ahead and signed exclusive franchisee arrangements with Versace, Cadini and Corneliani to retail their fashion lines in India.

Abhay Gupta, executive director of BCC, confirms, "We will have one exclusive Versace store for starters along with a Corneliani store. In addition, we will also focus on a Blues' concept store that will retail our in-house brands."

The company is planning to have franchisees for Cadini and has already finalised one store in New Delhi's Karol Bagh area and another in Hyderabad. Meanwhile, it's readying to expand its base in Mumbai and Bangalore too.

Why does the company need separate stores to house international brands? "Versace has predominantly been a younger, more fashionable brand," explains Gupta, while "Corneliani is serious yet subtle."

Interestingly, Su-Misura, the company's in-house brand will, according to Gupta, "focus on creating suits and outfits for big-sized people for whom no label caters in India."

The company realised that nearly 20 per cent of walk-ins that didn't translate into sales were people who failed to find their size in the ready-to-wear category. These prices will be below the Rs 20,000 bracket and this will be the first private label for which Givo will offer customised tailoring solutions.

The company that sells close to 10 branded suits almost every day is consciously attracting the mid-priced Indian customer (at least where the luxury category is concerned).

While Versace suits are priced Rs 40,000 upwards, Giovanni, Cadini and Corneliani will be priced anywhere between Rs 8,000-50,000 to attract an increasing number of customers.

Clearly, Blues is attempting to be a cut well above the rest in the business of serious fashion.

BUSINESS IN THE FAMILY

1964: Sehgal Brothers sets up the books wholesaling and retailing business

Late 1980s: Dinesh Sehgal, now MD of Blues Clothing Co, enters the family business

1994: The Blues is launched by Dinesh Sehgal with the single purpose of offering premium fashion lines to fashion-conscious customers

1997: Abhay Gupta joins as independent consultant

Aug 2005: The Blues metamorphosises into Blues Clothing Pvt Ltd. Abhay Gupta appointed as executive director. The company is transformed from a proprietorship firm to a professionally managed group