Reflecting the growing importance of its female customers, Raymond has decided to focus more on this section under its pret line Be.
"Till now about 60 per cent of Be products catered to women. We plan to increase the share of women's wear to about 75 per cent," said Pradeep Bhandari, group president, Raymond.
He didn't rule out the possibility of Be eventually becoming a women's wear brand.
The change in the strategy is part of the overall plan to double the Be turnover from the current Rs 9 crore (Rs 90 million) in a year. "We are planning to double the exclusive Be retail outlets from the present 20," added Bhandari.
The expansion plan also entails a rise in the number of Be outlets in Dubai. At present, there are two Be outlets there. Raymond is looking at other international locations, including the Indian subcontinent and other Gulf countries, to launch the brand.
It already has a considerable presence in West Asia and the Indian subcontinent with its The Raymond Shop network. There are about 25 stores spread in West Asia, Sri Lanka and Bangladesh.
Be was launched in 2001 as a novel project where a textile player teamed up with fashion designers. Various designers including Rohit Bal, Rina Shah, Savio Jon and Wendell Rodricks have contributed to the Be label. Priced at Rs 600-6,000, Be products cater to all customer segments.
