- The new fast-fashion brand will offer premium yet affordable everyday essentials for the modern Indian man
- The lifestyle brand will debut in Gujarat with the launch of 12 stores and is targeting a national presence with 100 + landmark stores pan India by mid-2023
NE BUSINESS BUREAU
AHMEDABAD, APRIL 11
City-based Primafashion Global Private Limited announced that it is making foray into contemporary menswear lifestyle market with ‘TIM PARIS’, the first brand from its staple, to cater to the fashionistas in Gujarat, said a top official of the company here on Monday.
Speaking at the brand launch ceremony, Capt Rahul Rajyaguru, Co-Founder & Director, Primafashion Global said, “The vision of the company is to become a leader in the apparels & accessories market by creating a range of credible brands to address the fashion & style needs of women, men, teenagers and kids of the Indian subcontinent. We are excited to launch a thoughtfully crafted brand that provides the perfect blend of essential wear and luxury to our customers. Men’s essential wear is one of the fastest-growing apparel segments in India and encouraged by this growth we are targeting an investment of Rs. 75 crore this financial year. So far we have made an investment of Rs 25 crore.”
To a query on preferring Gujarat for launching the company’s first brand and setting up the company here, Capt Rahul said, “We have state-of-the-art in-house design and quality control units. We outsource 70 percent of our products from companies in and around Ahmedabad and the rest from Ludhiana in North. Ahmedabad is the ideal place for launching any business because of its conducive atmosphere, better infrastructure and logistics. The TIM PARIS range will debut in Gujarat with the launch of 12 company owned stores this month. The brand is planning to launch a total of 35 stores in the state of Gujarat alone. We also offer inaugural discount to our valued customers from April 15. One can buy our products from the comforts of their homes online.”
On the company’s expansion plans, Capt Rahul said, “As part of our pan-India growth plan in this emerging segment, we will open seven stores per month, taking the tally to 100+ landmark stores by mid-2023. The cost of setting up a store on an area of 1,000 sqft comes to around Rs 17 lakh. Initially, we will open stores in UP, Uttarakhand, Chattisgarh, Rajasthan and the NCR, New Delhi.”
Sandeep Chaudhary, Co-founder and director, said, “Tim Paris is positioned as a high-quality men’s wear brand in the value format segment. After extensive consumer research, the brand studied various customer pain-points when it comes to men’s apparel and has accordingly innovated its designs to launch a sophisticated, comfortable and affordable menswear range. The new range will provide top-quality everyday essentials and will cater to both the metropolitan and the suburban audience. PGPL intends to build strong goodwill by delivering an exceptional high-quality consumer experience. It is also working aggressively on few more brand offerings targeting premium and sustainable products portfolios with intended launch by the fourth quarter of this year.”
“The themes of the new men’s wear collections are inspired by elegance, longevity and most importantly comfort & fit. The collection echoes the art of premium fashion with a mix of vivid colors and prints. The brand covers a range of men’s stylish classics including a contemporary collection of denim jeans, chinos, polo-t-shirts, shirts, and loungewear with sophisticated and minimalistic aesthetics. The brand will also offer a line of accessories including undergarments, masks, mufflers, bandanas, socks, caps, hankies, belts, wallets & deodorants. The brand has 3 different lines – Core Existence, Engineered Dreams and Vivid Adventures – catering to different age groups. The apparel category range starts from Rs 499 to Rs 3,799. The accessories category includes leather belts and wallets priced between Rs 599-Rs 899, said Sukhraj Singh, Consulting Creative Designer.
