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Wednesday, February 24, 1999

Liz Claiborne trips on Mumbai debut 

Pummy Kaul  
New Delhi, Feb 23: The retail plans of Liz Claiborne, the $ 2.4-billion American fashion designer label, which announced its entry into India today, have suddenly run into a refit. The company had initially planned to launch in Delhi and Mumbai simultaneously--through department stores Saboos and Vama, respectively--but is now going ahead with the Delhi launch only. The Mumbai launch has been postponed and is likely to be in April now.

While company sources refused to divulge the exact reasons, it is believed that Liz Claiborne's Indian representative—the Delhi-based Bhagat International Pvt Ltd—ran into start-up glitches with Vama, the upmarket department store in Mumbai. The company, however, claims to have sorted out the `logistics' problems with the store and says it now plans to open in April. ``We have sorted out our problems in Bombay. We'll launch in Bombay in April,'' says Anurag Mehndiratta, marketing manager, Bhagat International.

A Fortune 500 fashion company with presence in about 50countries, Liz Claiborne retails through department stores worldwide. In India, it has tied up with Saboos, a premium outlet in south Delhi for a shop-in-shop arrangement. Targetted at the working woman in the high income group, the Liz Claiborne collection will be priced between Rs 2,000 and Rs 25,000.After Bombay, the company plans to open up a office in Bangalore and then gradually spread to major cities throughout India.

Liz Claiborne designs and markets an extensive range of women's fashion apparel and accessories ranging from formal to casual. The company also designs and markets men's apparel and furnishings as well as fragrances for women and men. Accessories include handbags, hats, belts, jewelry and watches. To start with, the company plans to bring only apparel into India. Three collections are being introduced: Lizwear; Lizcasual; and Liz Collection.

Copyright © 1999 Indian Express Newspapers (Bombay) Ltd.


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