Fashion

Dormeuil targets the richy-rich of India

Fredric Dormeuil, Commercial Director of Dormeuil Mode SAS at the launch of World's most expensive suit, in New Delhi on Thursday. Photo: Rajeev Bhatt  

In yet another instance of the luxury quotient getting higher in India, United Kingdom-based premium fabric maker Dormeuil on Thursday launched a range of suits costing between Rs.50 lakh and Rs.55 lakh in the Indian market.

The Dormeuil range comprises six types of fabrics, including ‘Vanquish-II,' which was used to create the world's most expensive suit at $1,13,000 (nearly Rs.51 lakh).

“With a growing number of Indian entrepreneurs and business tycoons making it to the coveted Forbes rich list, there is no limit to their aspirations. This collection seeks to cater to these very desires,” Dormeuil Mode SAS's Commercial Director Frederic Dormeuil told reporters here.

Initially, the brand came to India through a joint venture with Birla VXL, but later went on to establish its own subsidiary in July 2008.

The company said it would sell its products through 80 retail counters across the country.

“Apart from these counters, the customers can buy the Dormeuil range from our offices,” Dormeuil India's Head of Sales and Marketing, Anil Gulati, said.

The Indian branch will also develop distribution networks in Sri Lanka and Nepal.

“Due to the geographic considerations, our India branch is well-suited to cater to the neighbouring markets, including Sri Lanka and Nepal,” Mr. Dormeuil said.

Speaking about the company's plans, he said it would like to open its own shops in India in the next two years.

“We have our own shops across the globe, so we would like that here also,” Mr. Dormeuil said.

The Indian market has been attracting lot of expensive premium global brands in various segments.

In October, the Swiss watchmaker, Audermars Piguet, launched its new collection with a single timepiece, which is priced up to Rs.2.10 crore. I


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Printable version | Jul 19, 2021 3:37:36 PM | https://www.thehindu.com/features/metroplus/fashion/Dormeuil-targets-the-richy-rich-of-India/article15587905.ece

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