by adding -- Jacqueline New York -- to Juliet’s portfolio. As Trevadia says “Jacqueline New York is an American brand and we have a joint venture with them.” It’s a denim brand aimed at women and Juliet Apparels launched it in India in the month of June. “We launched Jacqueline three months back and have started marketing it in Bangalore. Later we will spread it all over India,” informs Trevadia. The brand is manufactured in India under their guidelines. Juliet Apparels which offers every apparel line except saris has been witnessing a steady growth of 20 to 30 per cent every year.
Charting out their retail and product expansion strategy, Trevadia explains that in future the company wants to launch exclusive Juliet outlets and also take the brand worldwide with its lingerie and nightwear collection. “Currently, Juliet is present in 7,000 MBOs of 28 states and seven union territories and also overseas markets of Dubai, Sri Lanka and Kathmandu. In two years, we will add another 2,000 MBOs. We are planning a factory in Gujarat with an investment of Rs 50 to Rs 60 crores. Apart from increasing our production capacity, we also aim to provide employment to women from the surrounding areas.”
Launched in 1976, Juliet’s portfolio today consists of bras, panties, nightwear, loungewear for both men and women and maternity wear under lingerie segment, shirts and trousers in formals, denims, leggings, T-shirts, shirts, kurtis under casual wear and salwar suits in ethnic and also a line of sportswear. Juliet has loungewear for boys and men. “In future we will have fashion bras, sports bras under Pretty from Juliet in six months apart from increasing our range of maternity wear,” explains Trevadia. Commenting on the denim offering Jacqueline New York, he says, “We tested the denim on nearly 500 Indian women and the product has a great fit and look.” The idea behind launching a denim brand for women was to tap the gap at Rs 1,500 to Rs 1,700 price-points.
There is more for the retailers for after two years they plan to add accessories like belts, cuffs to their portfolio. “We will move from mid to premium. We will also introduce outerwear for pregnant women. This can be worn by women when they go to work. It will be a two-piece, its bottoms may be denim or cotton pants. We will have pregnancy leggings,” beams Trevadia on his plans for product expansion. Besides, the top wear, T-shirts and kurtis will also see a new range in minimum pricing in six months.