Arvind Limited, one of the largest integrated textile and branded apparel suppliers of India, has announced the launch of PRIMANTÉ, its premium worsted suiting brand – a perfect combination of Australian Merino wool and Italian design conceptualized by the company for the urbane and affluent Indian customers.
The new brand will have all wool and wool rich fine count fabrics ranging from Super 120s to Super 200s with blends such as silk, mohair, lycra, linen and innovative poly filaments. The designs offered are path breaking and carry the essence of European fashion. Apart from suit fabrics, PRIMANTÉ will also offer fabrics for sport coats, tweed jackets and business coats.
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Commenting on the launch of PRIMANTÉ, Kulin Lalbhai, Executive Director, Arvind Ltd. stated, “We sensed the demand for innovation in the premium suiting category and took on the challenge of bringing something novel yet luxurious to the Indian consumer. PRIMANTÉ will set new benchmarks in product and design. The kind of products we are coming with PRIMANTE will redefine the fashion in worsted suiting’s category.”
The company aims to have a 10 per cent market share in the over Rs. 2,000 crore worsted suiting market in the next three years and 20 per cent market share in the coming five years. In the first year of PRIMANTÉ launch, Arvind expects to cover 200 EBOs (Exclusive Brand Outlets) and 200 direct-to-retail outlets, and in the next three years the brand will see a gradual increase with presence across 1,000 MBOs (Multi Brand Outlets).
