Celio, a premium apparel brand launched less than two years ago by Celio Future Fashion -- a joint venture between Future Group and Celio -- is rapidly becoming a relevant player in men’s apparel space. It primarily focuses on casual, formal and sportswear, which includes denims. The company which currently has 13 EBO’s in India plans to push this figure up to 24 EBO’s by January 2011 along with taking its established presence in 47 point of sales in Large Format Stores such as Pantaloons, Lifestyle and Central to 70 soon.
Besides expansion in the metros, the company is also reaching out to selective Tier II cities depending on the customer and buying trends of the market under consideration. The current focus for Celio Future Fashion is to establish its footprint in India through stand alone stores and shop-in-shops with its range of menswear apparel along with an accessory line to give it a complete look. Having already invested Rs 25 crores since they opened in 2008, the company has plans to invest around Rs 10- 15 crores in opening new stores, brand-building as well as adding new collections.
“Our prices are 25 to 30 per cent lower in India than what’s available outside. We make lesser margins than what they are making abroad. It’s that we have a lot of merchandise that’s imported and a lot of merchandise that’s made in India, “says Rajat Luthra, CEO, Celio Future Fashion. “We will soon be launching the Celio AW’10 collection that will replace our casual and sportswear universe, with the Urban and Relax Line. The Urban line has two themes - Citystart and Skybar, combining elegance, charm and comfort to introduce urbane styles for everyday. Black and white contrasts, navy and anthracite enhanced with blue and purple dominate this line. The Relax line maintains the fundamental Celio style for relaxation under the theme – Traveller, offering a vintage look. Washed-out cotton, carbon peach cotton (peach skin effect) and pigmented cotton are the stars of this theme. Slim fits, architectured and ergonomic cuts, structured shapes with enhanced functional details all make a part of the Celio AW’10 collection,” he adds. The collection has products ranging from T-shirts to pullovers/sweaters, outerwear/jackets, casual trousers, etc.
E-commerce is an avenue it is looking at in India as internationally, Celio has developed this as a very viable channel. It is looking at exploring new markets within India in the next 2 to 3 years, apart from markets in the north and south which they will reach out to in the near future. The company is targeting a turnover of 50 crores for this financial year.