Women’s leading apparel brand W, a part of TCNS Clothing, has partnered with Aditya Birla Group’s Livaeco brand. This is a move to generate 20 per cent of revenue from sale of products made out of sustainable fabrics.
According to Manohar Samuel,Senior President, Aditya Birla Group said, “They are launching Livaeco exclusively with W, which has created a collection that embodies Livaeco’s prime focus on sustainability and high fashion to delight customers.”
Previously, W had launched a new line of Harit Khadi products and the response received for sustainable products was overwhelming, despite being on a premier price list.
“Sustainability in fashion is a relatively newer concept. We are experimenting with different kind of sustainable fabrics. We expect revenue from products made from sustainable fabrics to double in the 18-24 months to 10-20% from about 5-10% at present.” – Anant Daga, Co-Managing Director, TCNS Clothing
TCNS Clothing retail its products through 521 exclusive brand outlets across 1,598 large format stores including Shopper Stop, Pantaloons, Lifestyle, Central among others and 1496 multi-brand outlets.
Furthermore, the retailer also plans to open about 70-80 exclusive brand outlets in the next fiscal for brands W and Aurelia. It also plans to foray in Middle Eastern and South Asian Countries through online operations.
