Indian Terrain on a roll, to add 25 new EBOs
By FashionUnited
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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.