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Monsoon to flood world with Indian garments

Sanjay Suri in London

Some of the best Indian garments will reach new markets around the world when British fashion chain Monsoon opens a flood of new branches.

More than any other chain store in Britain, the name Monsoon has come to mean 'made in India'.

The Monsoon group markets Indian designs, colors and textiles through its large network of stores across Britain. That Indian touch has brought new color to Britain.

Monsoon began as a single store in London in 1972. It came up with a distinctively Indian touch that proved a winner straightaway. It now has 135 British stores and 25 overseas.

"We plan to double the number of our outlets abroad by the end of the year," a spokeswoman from Monsoon said. New Monsoon stores will be opened in the U.S., Saudi Arabia, Japan and Europe. That is in addition to outlets already in Australia, Denmark, France, Malta, Gibraltar, Iceland, Eire, the Middle East, New Zealand and the US.

Monsoon has diversified the sourcing of its products since 1972. But much of the clothing and textiles it markets still comes from India. And it is sticking with its distinctively Eastern touch.

The emphasis on batik, beading and embroidery over silk and cotton has been an instant seller with shoppers at this upmarket store.

A distinctive feature of the Monsoon range remains colorful hand-block printed clothing in natural cotton. Monsoon has found spectacular success with a new range in its Eastern style under the brand name Accesorize.

The new expansion overseas is being driven partly by the high rents for outlets on the high streets in Britain.

Encouraging sales at its outlets abroad have prompted Monsoon to embark on expansion into an international market. Where Monsoon goes, the Indian name goes with it.

Last year Monsoon paid about $40 million in rent for its stores in Britain.

Its pre-tax profits for the year were also close to $40 million. This year profits have soared with the temperature. Something of an Indian summer in Britain currently has meant a success for something Indian and summery to wear.

Monsoon plans to hit the overseas market with a chain of franchised shops instead of renting stores directly.

Former managing director John Spooner who quit last month after taking Monsoon to success in Britain will head the expansion internationally.

Indo-Asian News Service

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