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Indian Terrain on a roll, to add 25 new EBOs

By FashionUnited

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Fashion

Men’s wear brand, Indian Terrain which offers complete wardrobe solutions has chalked out retail as well as product expansion plans. The company is also looking at closing the fiscal at Rs 180 crores and aims to be Rs 300 crores brand by

2015. Elaborating on their plans, Amitabh Suri, Senior Vice President, Indian Terrain Fashions says, “We will add an EBO a month. There is a lot of demand for brands in towns like Nagpur, Kolhapur, Sholapur, Surat, Indore, Bhopal and Jabalpur. In the next two to three years there will be at least 25 EBOs coming up.”

“On
product expansion front, we are introducing boxer shorts. These are high end boxers which are a mix and match of stripes, checks and prints. They will be for spring/summer 2013. We are also coming up with a line of socks. Both these products are being launched keeping in mind khaki wear. Men generally wear coloured socks and coloured boxers with khakis,” Suri adds.

Indian Terrain’s product offerings include the complete range of shirts, trousers, T- shirts, shorts, knits and jackets and a denim line, which is part of its exclusive store offering. Talking about the collections, Suri says, “We work on a concept called Mixology. It is a fusion of a dress code of denim and a dress code of khaki. It’s a denim interpretation of a khaki product line. So we have a slim fit khaki, the Brooklyn khaki, which one can mix and match with our shirts and T-shirts.” The brand is into khakis in a big way. As Suri says, “Till last year denim was very heavy on the consumer’s mind. There was less investment in product since denim was something you could wear with a crew neck T-shirt or with cheaper non-branded products. But with the advent of khakis, he has to wear brands. With the complexity of colours in khakis and other cotton trousers, he is forced to buy more shirts.”

With khakis making a comeback there shirts will get a boost, feels Suri. Therefore, the brand is coming up with a simplistic line of shirts, where the product is simple but the detailing is high. The brand is also launching a new fit in shirts which they call chisel fit. “So we have a chisel fit shirt and a Brooklyn khaki which will probably make Mixology work for us,” he asserts.

Launched in December 2000 in a Chennai store, Indian Terrain then moved to Bangalore and then started retailing from Shoppers Stop, and Lifestyle. “We started the retail journey around 2006. The 2008 recession and spoilt the fun for everyone. We also had closed some stores and relocated to other centers. We continued with retail expansion in 2009 end,” explains Suri. Today, the brand is with 700 MBOs, 175 large format doors and 90 exclusive stores apart from some online shopping sites. It has witnessed close to Rs 2.5 crores worth of orders for summer ’13 just from online sales, which is a 200 per cent jump over last year.
Indian Terrain