US linen brand to open shop in India

If you longingly gaze at those classic white and ivory luxury linens in home décor magazines, here's some good news for you. America's famous luxury bed linen brand Peacock Alley is coming to India soon.

The Dallas-based super premium bed and bath brand has entered into a licensing agreement with Mumbai-based Alok Industries, which is among the leading exporters of homes textiles and garments. And if all goes well, the products will be in the domestic home textiles stores in the next two months.

Sunil Khandelwal, chief financial officer, Alok Industries, says: "We will launch the brand either through our own speciality stores or through retail chains such as Shoppers' Stop."

Though Alok Industries has its own retail stores under the H&A brand name, Khandelwal says that the chain caters to the mid-market segment.

"We have 15 stores in Pune, Mumbai, Vapi and Bangalore. But Peacock Alley will not be sold through these value-for-money outlets," he adds.

In the US, Peacock Alley offers a massive product range and targets both adults and babies. Though classic white in Egyptian cotton remains Peacock Alley's signature product, Khandelwal says that the designs may be tweaked to suit Indian tastes.