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Dec, 10 2012

FASHIONING BIG PROFITS ELEGANTLY

An impeccable blend of Italian fashion heritage, elegance and excellence, Georgia Gullini, an Italian suiting label personifies the attitude of 'seizing the day'. In an interview with Namita Bhagat, Vivek Mehta, CEO of Georgia Gullini, talks about the bra

An impeccable blend of Italian fashion heritage, elegance and excellence, Georgia Gullini, an Italian suiting label personifies the attitude of 'seizing the day'. In an interview with Namita Bhagat, Vivek Mehta, CEO of Georgia Gullini, talks about the brand's foray into the Indian retail sector and franchising.

Brief us on the origin of the brand Georgia Gullini. When did it enter India?

Georgia Gullini, an Italian designer menswear label based in Padova, Venice, were the providers of 'source to shop' solutions to top labels across the world. The brand is renowned for its exemplary line of premium suiting fabrics that captures the spirit of   Italian fashion. It was brought to India by Global Wool Alliance Pvt Ltd in 2006, via distribution licensing agreement, which was later expanded in 2007 to include the Middle East and North Africa as well.  In the last couple of years, Georgia Gullini has expanded four-fold which has subsequently led to the Italian operation being bought over completely.

Describe Georgia Gullini's USP?

We are a backward integrated company and produce our own yarn.  Georgia Gullini's collections utilise fine Italian craftsmanship and precision detailing to create timeless collections every season. Our target customers are educated and affluent global citizens within the ages of 21 years and 60 years.  We offer them an extensive fabric range, which includes linen shirts and suits for casual wear, pure wool suits for corporate and formal wear as well as fabrics suited for ceremonial wear and special occasions. We also offer an exclusive Su-Misura service for our customers where our consultants' work personally with the client to custom design garments that best suit their style and personality.

Share the brand's current presence in India. 

Currently, Georgia Gullini operates through a distributor model in India and has over 1,400 distributors in its pan-India network. We have a strong presence in the states of Andhra Pradesh, Haryana, Punjab and Gujarat.  We are now exploring options for expansion into the retail sector and  plan to strengthen our foothold via  multiple avenues which may involve tying up with well-known designers, partnering with high-end boutiques and celebrity stylists, adding more distributors that stock Georgia Gullini and expanding our product range.

Are you looking at franchising for Georgia Gullini's expansion? 

Georgia Gullini is expanding and plans to enter the Indian retail space within the short to medium term. Thus, the franchise model will be essential for us to increase the foothold within the market. Our goal is to open 100 franchise stores by the end of the FY 2013  14. We would like to associate with like-minded partners and franchisees to achieve this goal.

What are the targeted locations for the brand's expansion?

We have conducted an in-depth research about the strong and emerging markets for Georgia Gullini. The states of Rajasthan, Punjab, Haryana, Maharashtra and Gujarat will be key markets for us.  We have identified Southern India to be a key emerging market, especially the states of Andhra Pradesh, Tamil Nadu and Karnataka.

Could you share franchise facts for the brand? 

There are various strategic partnership models available as per the location and demography. The models are under study with board and hence the scopes will be released in due time.

Where do you see the brand five years down the line?

We aim to establish Georgia Gullini among the top menswear brands in the world and transform the Indian landscape of fashion by introducing a new era of suiting in India.

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