Alfred Dunhill to pamper the male ego

Alfred Dunhill to pamper the male ego

Author | Source: The Economic Times | Thursday, Aug 17,2006 8:35 AM

Alfred Dunhill to pamper the male ego

DunhilL, the English luxury brand for men is all set to make a debut in India. Brand House Retail, a 100% subsidiary of S Kumar Nationwide (SKNL), has inked an exclusive tie up to bring the 110-year-old brand into India.

Under the agreement, Dunhill will launch two stores in Delhi and Mumbai this year, followed by more in '07 in other major cities.

Dunhill stores will hawk luxury clothing including formal and casual wear for men, fashion accessories such as, ties, belts, cuff links, cigar and cigarette lighters, leather goods, writing instruments and watches.

Tarun Joshi, CEO, Brand House Retail, confirmed the development. "The experience and know-how of SKNL in textiles, retailing and the market place makes them a natural fit with Alfred Dunhill and creates a solid platform on which to build a strong and prosperous business in India," he told ET.

According to Brand House, all the stores will strictly, adhere to the Alfred Dunhill design and will carry the full range of Alfred Dunhill products. Alfred Dunhill shops will offer the international experience in totality to the Indian male audiences in line with its brand concept "Essential luxuries, unmistakably male".

Growing incomes & increased exposure to international lifestyles via travel & media have fuelled the desire for luxury brands in India.

Analysts believe it makes practical sense to bring international fashion to India. According to a recent research-based estimates, there are over 1.6m people in India who earn over Rs 45 lakhs ($100, 000) per year.

Further, this market is slated to grow exponentially and is being targeted by most luxury brands across the world. So we have seen scores of global luxury brands making a beeline for India during the last two years such as, Louis Vuitton bags and suitcases, Bang & Olufsen's audio systems. And of course, the numerous clothes brands - Moschino, Cavalli, Ermenegildo Zegna and Dolce & Gabbana (D&G), to name a few.

Brand House is working on a campaign for Dunhill. The strategy, says the company, would focus around informing the key target group regarding the product range and the Dunhill experience. It would leverage the strong global brand equity of Dunhill to cater to the emerging luxury market in India.

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