Lux to be a Youth-cen­tric Brand, Add New Prod­ucts

The Economic Times - - Brands: Creating Desire - Tas­mayee.La­haroy @times­

Kolkata: Af­ter bring­ing Varun Dhawan on board as their brand am­bas­sador for Lux Cozi, Kolkata-based ₹ 950-crore Lux In­dus­tries plans to re­po­si­tion it­self as a youth-cen­tric brand and add more prod­ucts to their ex­ist­ing range. Tar­get­ing an an­nual turnover of ₹ 2,000 crore by the end of 2020, the brand is also adding more man­u­fac­tur­ing units to its present in­ven­tory.

While the com­pany al­ready has op­er­a­tional man­u­fac­tur­ing units in Ben­gal, Lud­hi­ana, Roor­kee and Tirupur their up­com­ing man­u­fac­tur­ing out­fit at Ghazi­abad would be their lat­est ad­di­tional. The 30,000 sq ft unit would be man­u­fac­tur­ing women’s in­ti­mate wear un­der their sub brand Lyra. Ebell Fash­ion, a Lux group com­pany that man­u­fac­tures Lyra, a women’s leg­ging range would now be ex­pand­ing their port­fo­lio to the women’s lin­gerie and loungewear seg­ment. The brand that clocks close to ₹ 150 crore turnover will tar­get the af­ford­able in­ti­mate wear users and stock prod­ucts be­tween ₹ 200 and ₹ 450 range. “Our leg­ging busi­ness is grow­ing by 50% a year and cur­rently we com­mand a mar­ket share of 38% in the mid to premium seg­ment. With that kind of cred­i­bil­ity we are hop­ing to make a place for our­selves in the lin­gerie seg­ment too,” said Udit Todi, se­nior vice pres­i­dent, Lux In­dus­tries.

The range would be avail­able at all re­tail out­lets that sell Lux prod­ucts and would be in the mar­ket by the end of the quar­ter.

Also, mov­ing from be­ing just an in­ner­wear brand, Lux is also con­cen­trat­ing on their out­er­wear range. One of their premium brands ONN that launched ac­tive wear last year is plan­ning to scale up both their man­u­fac­tur­ing and sell­ing this year. “Last cal­en­dar year we sold fifty thou­sand pieces but by the end of 2017 we are tar­get­ing the sale of ten lakh pieces of ONN ac­tive wear, sold through our dis­tributer and re­tailer chain,” added Todi.

Tar­get­ing an an­nual turnover of 2,000 cr by 2020, the brand is also adding more man­u­fac­tur­ing units

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