Kumar Mangalam Birla is planning to turn Allen Solly, the premium casualwear brand of Madura Garments, into a complete lifestyle brand. A range of lifestyle products on the lines of established international brands like Ralph Lauren and GAP will be sold under the Allen Solly umbrella.
Allen Solly is among the largest brands owned by the Birlas. Its value was expected to touch Rs 100 crore by the end of the current financial year, Rao said.
Madura Garments, a part of the diversified Indian Rayon, has been developing the brand by widening its portfolio. The company has just extended Allen Solly into womenswear.
The Birla group now plans to extend the brand to leather products and other accessories for men and women.
The Birla group acquired the global rights to the Allen Solly brand, barring North America. Madura Garments currently has six brands — Allen Solly, Van Heusen, Louis Phillipe, San Frisco, Byford and Peter England. The company is focusing on building these brands in West Asia and in the SAARC countries.