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Thursday, 09 September 2010 |
Indian Terrain has set a new milestone by opening its 50th standalone store. There
future plans include opening 14 more exclusive stores and entering 60 more large-format stores by the year-end. Also dress pants and more accessories will be added to give the stores a complete look. Denim is the thrust area for them. Moreover, its product portfolio that includes trousers, shirts, jackets and tees with casual and work-to-evening-out cross-over appeal is already available in 340 MBOs. Much of Indian Terrain’s success comes from its unerring instinct for fabric. The hand feel and the wash are authentic American.
Indian Terrain is a menswear label from Celebrity Fashions, which was set up two decades ago. Initially, it was supplying apparel to top western brands that gave it the confidence to enter the domestic retail space with Indian Terrain in 2000. Today, the Rs 100 crores brand captures the essence of the American outdoor lifestyle and boasts of an American aesthetic that bridges work and leisure, youth and age, classic and contemporary.
The brand started operations with shirts and trousers as the two main product categories and has expanded since. For the major part, it specializes in casual clothing and semi-formal attire, which is positioned as chic and sporting apparel and lifestyle products with a lively attitude. It inspires a wardrobe and lifestyle centric dressing for the modern and spirited men. Indian Terrain trousers aren’t much seen in Mumbai or Delhi and that’s a deficiency the brand intends to correct very soon. |
