The new Raymond city showroom offers an interesting variety of services

The ‘complete man’ is all set for a makeover. Raymond that has been for decades grooming, setting trends in men's fashion and the leader in the suiting business has changed tracks to connect with the modern man and his shifting tastes.

Usually associated with formal wear, over the years, Raymond has launched five new services or products at its flagship Raymond Shop in the city. “This showroom boasts of many firsts. For the first time in the State we have introduced services and products such as Made to Measure, Ethnix, Bed & Bath, Park Avenue Women and Dress Casuals,” informs Naresh Mehta, Director (Retail Operations-Franchisee), Raymond Limited.

The transition has been going on for sometime. From formals the company has conscientiously moved to casuals, from suiting and trousers to shirts and party wear.

Raymond is now looking to find a toe-hold in branded ethnic wear. Its brand Ethnix will offer festive and wedding wear for men. “We have created our own customer base in the apparel sector. While we were catering to formal suits, dress casuals, denims, T-shirts, one thing that we were probably missing out on was the ethnic wear. Even while we were among the preferred choices when it came to picking up formal suits for weddings, we noticed the emergence of a young group taking to ethnic wear. For a wedding, and the many activities involved, there was a need for apparels other than the formal suit. So we launched Ethnix, a range of ready-to-wear collections designed for the bridegroom.”

Ethnix is not only for the bridegroom. The product range starts from the simple kurta to what the dulha (bridegroom) wears.

Made-to-Measure is a unique service offered at this showroom. “This service combines the best of tailoring and ready-mades. It is designed to reflect your personal sense of style. We offer all fabric swatches. You can select the fabric, your style, kind of collar or cuff, personalise it with your choice of trims, accessories and special finishing touches, such as your initials. The trial suits and shirts will give you an idea of how the final product will feel like. Elaborate and scientific measurements are taken; you are photographed and the images fed through the computer to our factory in Bangalore. What you get is a custom-fit product. The measurements are permanently recorded helping us to have repeat customers.”

Bed & Bath is a new line for the family. “ You can choose from quality bed sheets and towels to begin with. We’ll keep adding to this. We also have accessories, footwear from Park Avenue, and Park Avenue Women merchandise, as well as a whole lot of formal and party wear,” elaborates Naresh. The Raymond Shop is located near Ernakulam Medical Centre, NH Bypass, Vennala.