Arvind Aims at Arrow to make it Lifestyle Brand

Last week we had covered that Megamart is also launching exclusive Lifestyle outlets to shed the image of being a discount retailer.

Group company, Arvind Brands is all set to revamp its Arrow brand now. Design consultancy firm JHP has been roped in and the company intends to reposition itself as a lifestyle brand and will retail in shirts – casual and lounge wear, sport’s wear, women’s wear and an accessories. Six of these new lifestyle stores stocking new range of Arrow products are open for business. 14 more stores will come up by the end of this year.

Mr. J Suresh, Arvind Brands said,

Earlier the focus of the brand was only on formal shirts. With the number of formal occasions coming down and even office wear becoming more casual with slim fits and different trims we didn’t want to restrict our core offerings to just formal shirts.

Arvind brand hopes to focus more on women’s wear in the next fiscal.