The Hindu Business Line

Fabindia to focus on fusion wear, stops Fabel line of western wear

- PRIYANKA PANI

Ethnic lifestyle retailer Fabindia has decided to discontinu­e its western wear label ‘Fabel’ to focus more on fusion wear from this year.

The company had launched ‘Fabel’ in 2014 to cater to the growing urban population and women employees in the organised workforce. However, the strategy did not seem to work given the huge competitio­n from retailers and internatio­nal brands offering fast fashion.

More and more youngsters, mostly women, now prefer to wear ethnic fusion wear (a mix of modern and traditiona­l wear) to work and casual meetings prompting retailers to focus on this segment.

“Fabel is not there anymore. We wanted to expand the brand but the idea was not sustainabl­e and hence we decided not to focus on the nonethnic wear portfolio,” Fabindia’s Managing Director, Viney Singh, told BusinessLi­ne. Singh, however, refused to divulge the revenues from Fabel.

He further added that the company now plans to consolidat­e all forms of apparels under the brand Fabindia itself. “We will do more of fusion wear instead of workwear,” Singh said, adding that fusion wear appeals to a larger segment and is not restricted to specific occasion.

Fabindia, which competes with other ethnic-wear brands such as Biba, Manyavar, Soch and Anokhi, has the largest market share in the segment with a revenue of over ₹1,000 crore as of FY18. Apart from apparels, the company sells furniture, organic consumer staples, personal care products and home decor. About 75 per cent of its revenue comes from apparels.

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