Fabindia is in set to tap the luxury segment. As its first step, the brand will be setting up concept stores of handcrafted and curated apparel, targeting women. “We will be using the Bandhej platform to retail such craft-oriented apparel line,” revealed Willam Bissell, Founder, Fabindia. Fabindia had acquired 51 per cent stake in Bandhej in January this year for an undisclosed amount. “Currently, we are focused only on apparels for women. Craft is not treated like fashion novelty to be forgotten when not in vogue. The attempt has been to constantly find new design directions for the same crafts,” said Archana Shah, Founder, Bandhej. While Fabindia will provide specifics on locations and building the retailing experience, its merchandise will be manufactured and managed from Bandhej’s head office in Ahmedabad. The stores will be in the range of 1500-2,000 sq feet. Besides retail expansions, Fabindia will also be looking at e-commerce channel targeting buyers in overseas market.
