Artistry in The Fin­ish

Shoes & Accessories - - Töhl -

What dis­tin­guishes töhl from other In­dian leather ac­ces­sory brands is the un­der­stated easy so­phis­ti­ca­tion in de­sign and styling, com­bined with the use of su­pe­rior qual­ity leathers. The brand is po­si­tioned in the af­ford­able lux­ury seg­ment, with a strat­egy to keep prod­ucts at af­ford­able price points, whilst as­sur­ing high qual­ity, bring­ing to­gether the best of con­tem­po­rary styling and mod­ern tech­nol­ogy.

Man­ish Kawlra, its Founder, says that since Töhl is in the busi­ness of ex­port, it has ac­cess to the lat­est trends in colours, tex­tures and fin­ishes, en­abling it to bring them to the In­dian con­sumer.

About Tohl

What dis­tin­guishes töhl from other In­dian leather ac­ces­sory brands is the un­der­stated easy so­phis­ti­ca­tion in our de­sign and styling, com­bined with the use of su­pe­rior qual­ity leathers. Stay­ing cur­rent with the lat­est fash­ion colours and tex­tures, töhl uses high qual­ity im­ported metal fit­tings on our bags while pay­ing ex­tra­or­di­nary at­ten­tion to de­tail and to the hand­crafted artistry in the fin­ish.

Our USP is the use of lux­u­ri­ous leathers, care­fully se­lected for their beauty, dura­bil­ity and flex­i­bil­ity; de­signs con­cur­rent with the lat­est in­ter­na­tional trends; mak­ing hand­crafted prod­ucts of time­less beauty and en­dur­ing value, with ex­act­ing crafts­man­ship and an eye on artistry in the fin­ish. We have and will con­tinue to in­tro­duce the lat­est fash­ion colours every SSN as well as tex­tures like em­bossed leathers, metal­lic and foil fin­ishes etc based on global trends. Since we are in the busi­ness of ex­port, we have ac­cess to the lat­est trends in colours, tex­tures and fin­ishes, en­abling us to bring them to the In­dian con­sumer.

Po­si­tion­ing

The brand is po­si­tioned in the af­ford­able lux­ury seg­ment, with a strat­egy to keep prod­ucts at af­ford­able price points, whilst as­sur­ing high qual­ity, bring­ing to­gether the best of con­tem­po­rary styling and mod­ern tech­nol­ogy, with the le­gacy of time-hon­oured hand­crafted leather smithing tra­di­tions. The brand and its prod­ucts are per­fectly suited to the ur­ban lifestyle, com­bin­ing func­tion­al­ity and aes­thet­ics.

El­e­ments

Lux­ury, finest leather, beau­ti­fully hand­crafted, long-last­ing qual­ity, easy so­phis­ti­ca­tion, util­i­tar­ian, thought­fully de­signed, func­tional and value for money

Over­view of the brand’s prod­ucts

As of now, the prod­ucts in­clude hand and shoul­der bags, totes, satchels, back­packs, clutches and wal­lets for women. A men’s col­lec­tion is also in the pipe­line and will be launched in Oc­to­ber this year. As we grow and strengthen our mar­ket pres­ence in In­dia, we plan to ex­tend the foot­print of the brand to

over­seas mar­kets like the Mid­dle East, South and South-east Asia and, at a later stage maybe, Con­ti­nen­tal Europe. We plan to ex­tend the brand into cat­e­gories such as Light Weight Leather Gar­ments, Cor­po­rate Gifts as well as Leather Home Fur­nish­ings, where we see an­other huge op­por­tu­nity for an or­ga­nized player.

Foot­print

The brand was for­mally in­tro­duced as a line of high-qual­ity leather ac­ces­sories to­wards the lat­ter half of 2013, in a lim­ited way in the Chen­nai area. A de­ci­sion was taken to scale up the brand in 2016 and töhl was re­launched on Au­gust 7th, 2017, with the in­tro­duc­tion of töhl’s on­line store www. tohl.in

The brand was first for­mally re-launched through our on­line store only but has now also been in­tro­duced on fash­ion por­tals like Myn­tra, Jabong, Ama­zon & Tata Cliq. We are now fo­cus­ing our ef­forts to­wards es­tab­lish­ing a strong off­line pres­ence in spe­cial­ized bou­tique stores, large for­mat stores and se­lect MBOS. Even­tu­ally, the aim is to es­tab­lish our own ``feel töhl `` stores through the fran­chised model.

Tohl cus­tomer

Our tar­get au­di­ence for our women`s range is ide­ally aged be­tween 25-45, re­sid­ing in met­ros, mini- met­ros and A class cities, SEC I and II. The empowered In­dian woman. Con­fi­dent, Self-in­dul­gent, Well abreast of fash­ion and ap­pear­ance. She ef­fort­lessly bal­ances her own as­pi­ra­tions along with tra­di­tional ex­pec­ta­tions. On the path to self­dis­cov­ery, she is un­will­ing to turn back & is aware of a whole new world of pos­si­bil­i­ties. The cus­tomer for our men`s range would be sim­i­lar, aged be­tween 25-45, re­sid­ing in metro`s, mini-met­ros and A Class cities, SEC I and II.

Suave, so­phis­ti­cated in­di­vid­u­als with a keen sense of easy fash­ion, that take in the rough with the smooth.

Brand’s pres­ence

At the mo­ment, our ef­forts are di­rected to­wards cre­at­ing an off­line pres­ence in met­ros, mini-metro and A class cities. Our on­line store www.tohl.in and our pres­ence on fash­ion por­tals like Myn­tra, Jabong, Ama­zon and Tata Cliq give us a na­tional pres­ence and ac­ces­si­bil­ity to all parts of the coun­try.

Chal­lenges in the In­dian mar­ket

As we are po­si­tioned in the lux­ury seg­ment since all our prod­ucts are made from gen­uine leather, we find it chal­leng­ing to com­pete with not only more es­tab­lished brands in this cat­e­gory like Hidesign, Da Mi­lano, Nappa Dori etc but also from highly priced com­pet­i­tive brands who make their prod­ucts from non leather ma­te­ri­als, like Lavie, Cap­rese, Bag­git etc . Only the more dis­cern­ing au­di­ence who un­der­stand and value the virtues of own­ing a gen­uine leather prod­uct rather than a syn­thetic sub­sti­tute will con­sider our col­lec­tions.

The re­peated dis­count schemes of­fered by on­line por­tals make off­line re­tail all the more chal­leng­ing. Added to this are the tremen­dous costs as­so­ci­ated with open­ing brick-and-mor­tar stores in shop­ping malls, air­ports or any high­street lo­ca­tion.

We also find it dif­fi­cult to at­tract pri­vate equity or ven­ture cap­i­tal for this kind of startup, po­si­tioned in the lux­ury con­sumer seg­ment, as scal­ing up pos­si­bil­i­ties are re­source in­ten­sive and take time.

Ex­pected Growth

We ex­pect the af­ford­able lux­ury seg­ment to grow by at least 100% over the next five years and we hope to see töhl as one of the top three brands in this par­tic­u­lar seg­ment.

Man­ish Kawlra, Founder, Töhl

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