Louis Philippe set for a `fragrant' foray

The premium apparel brand from the stable of Madura Garments, Louis Philippe, is likely to expand its portfolio into the fragrance business in the near future.

The brand, which is the largest premium shirt and trouser brand in value and volume, is targeting a turnover in excess of Rs 200 crore by the year 2007-08, the company officials said.

A top company official said Madura Garments was in the midst of a project that examines the possibility of foraying into perfumes. "We are looking at it seriously and may begin by extending Louis Philippe," the official added. Madura Garments has talked about making its three fashion brands - Louis Philippe, Van Heusen and Allen Solly - into lifestyle wardrobe offerings. "As we look at perfumes, we are essentially doing what brands like Hugo Boss and Park Avenue has done," the source added. It is learnt that the company could look at tapping the fragrance market at the mid-priced segment through the extension of Peter England, but there was no confirmation in this regard.

Meanwhile, Louis Philippe, currently with a trade turnover in excess of Rs 100 crore, has rejigged its price band in recent times and now straddles between Rs 999 to Rs 4,000. "We offer the best merchandise that is available globally at any given time," Mr Shoaib Farooqui, Vice-President (Sales), Madura Garments, said.

The brand has about 17 exclusive stores across the country and could ramp it up to 25 in the next two to three years. The brand has placed a lot of emphasis on visual merchandising in these flagships stores, which are being perceived as image drivers, the company official added.

Louis Philippe's suit business, priced between Rs 7,000 and Rs 21,000, accounts for nearly 12 per cent of the overall brand turnover. The company expects it to settle down at 16 to 17 per cent of the turnover in the near future.