Lux to be a Youth-Centric Brand

Lux to be a Youth-Centric Brand

Kolkata-based Rs 950-crore Lux Industries plans to reposition itself as a youth-centric brand and add more products to its existing range. Targeting an annual turnover of Rs 2,000 crore by the end of 2020, the brand is also adding more manufacturing units to its present inventory.

While the company already has operational manufacturing units in Bengal, Ludhiana, Roorkee and Tirupur,its upcoming manufacturing outfit at Ghaziabad would be the latest addition.

The 30,000 sqft unit would be manufacturing women’s intimate wear under the sub brand Lyra. Ebell Fashion, a Lux group company that manufactures Lyra, a women’s legging range would now be expanding its portfolio to the women’s lingerie and loungewear segment. The brand that clocks close to Rs 150 crore turnover will target the affordable intimate wear users and stock products between Rs 200 and Rs 450 range.

“Our legging business is growing by 50 per cent a year and currently we command a market share of 38 per cent in the mid to premium segment. With that kind of credibility we are hoping to make a place for ourselves in the lingerie segment too,” Udit Todi, senior vice president, Lux Industries said.

Also, moving from being just an innerwear brand, Lux is also concentrating on its outerwear range. One of the premium brands ONN that launched active wear last year is planning to scale up both its manufacturing and selling this year. “Last calendar year we sold fifty thousand pieces but by the end of 2017 we are targeting the sale of ten lakh pieces of ONN active wear, sold through our distributer and retailer chain,” Mr. Todi added.

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