After acquiring a majority stake in Ahmedabad-based Bandhej earlier this year, ethnic retailer Fabindia is developing the Indian-inspired craft brand to tap the bridge-to-luxury segment.
Handcrafted and organized clothing targeting women will have separate concept stores to capitalize on the niche category.
âMany products are not Fabindia’s main strength. We do not stock several high-end clothes in Fabindia because it distorts the perception of the brand by the customer.
We will be using the Bandhej platform to retail such a handcrafted clothing line, âsaid Willam Bissell, Founder of FabIndia. Activity area.
Bandhej’s range starts from 2,500 to over 40,000 and up. Launched in 1981 by the former student of the National Institute of Design Archana Shah, Bandhej has 10 single-brand stores.
Bissell said Fabindia acquired 51% stake in Bandhej in January this year for an undisclosed amount.
Besides the retail expansions, Fabindia will also examine the e-commerce channel targeting buyers in the overseas market.
Recently, Fabindia launched its Western clothing line Fabels. The company looked at various retail options to attract fashion-drawn consumers with contemporary touches.
Fabindia had a turnover of 540 odd crore in fiscal 2013. Private equity firm L Capital has a stake in Fabindia.
Archana Shah, Founder of Bandhej, said: âWe offer a range of clothing products with contemporary sensibilities. We plan to add 20 to 30 single-brand stores over the next three years.
âThe stores will be in the range of 1,500 to 2,000 square feet. Shah said the company may also be looking at short-term shoes and accessories to create a complete set.
âCurrently, we only focus on women’s clothing.
Handicrafts are not treated as a fashion novelty to be forgotten when they are not in fashion.
The attempt has been to constantly find new design directions for the same trades, âshe said.
While Fabindia will provide details on locations and construction of the retail experience, Bandhej will manufacture and manage inventory from its head office in Ahmedabad.