Madura Garments, part of the Aditya Birla Group, on Friday unveiled international lifestyle brand Esprit in New Delhi. With this launch, Madura Garments aims to tap the rapidly growing segment of premium retailing in India.
"We want to provide an international shopping experience to the discerning and well-heeled Indian consumers," said Hemchandra Javeri, President, Madura Garments. "We are aiming at the key segments of women's wear, premium informal clothes and accessories, which will add to the flavour in premium retail business," he added.
"Esprit is always looking for new markets for its expansion. We at Esprit are very excited about this new partnership with Madura Garments and we fall right in between brands like Tommy Hilfiger and Benetton," said Thomas Grote, Group COO, Esprit.
A 360-degree communication has been planned to promote the international brand, which will include print, outdoor and on ground activities.
Commenting on the launch, Vikram Rao, Group Executive President, Aditya Birla Group, said, "It is indeed an honour to be associated with an international brand of such repute as Esprit. The entry of Esprit in India will be a remarkable one."
And at least in Delhi it was. For perhaps the first time, a brand launch literally had models up the wall. A striking feature of the launch was the Esprit skywalk – where models walked down a vertical ramp – that is the facade of the launch venue, Hotel Shangri-la in Delhi. It comprised modern action art, and combined mountain climbing techniques with synchronised dance choreography and rapid descent movements.
Espirit has a global retail turnover of around $2.5 billion and is present in nearly 40 countries. The brand was founded in 1968 in San Francisco, USA, and is considered an international youthful lifestyle brand, which offers stylish fashion and brings originality and style to life.