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  1. Aditya Birla Group’s Jaya Shree Textiles aims to add 156 ‘Linen Club’ stores by 2020

Aditya Birla Group’s Jaya Shree Textiles aims to add 156 ‘Linen Club’ stores by 2020

Amid rising demand for linen fabrics, Jaya Shree Textiles, an Aditya Birla Group company, plans to add around 156 Linen Club stores to its retail chain— taking the total count to 300— by 2020.

By: | Updated: April 2, 2017 4:25 AM
Jaya Shree Textiles, Aditya Birla Group company, Linen Club stores, retail chains, Jaya Shree, PWC, manufacturing facilities, warehouses Amid rising demand for linen fabrics, Jaya Shree Textiles, an Aditya Birla Group company, plans to add around 156 Linen Club stores to its retail chain— taking the total count to 300— by 2020. (Source: Reuters)

Amid rising demand for linen fabrics, Jaya Shree Textiles, an Aditya Birla Group company, plans to add around 156 Linen Club stores to its retail chain— taking the total count to 300— by 2020. At present, Jaya Shree has 144 Linen Club stores operational in the country. As per Thomas Varghese, business head – textiles, Aditya Birla Group, the company would invest about `60 lakh to `70 lakh for each store with an area ranging from 1,200 sq ft to 1,500 sq ft. It would be a mix of company-owned stores and franchisees, he added.

The company opened its first Linen Club store in Hyderabad in 2002, but it took time for the company to expand the retail format aggressively as the fabric has taken time for awareness and acceptance by customers. “The demand for the fabric has grown with a shift in trend from formals to casual and comfort wear, Varghese said. Initial expansion will be in the existing markets in southern and western region, while the company plans to enter the northern region sometime this year.

The company already has a store overseas in Muscat and plans to open a few more in the region in the next couple of years. Rajesh Vig, partner, PricewaterhouseCoopers, said: “Linen fabric commands a premium of 35% to 40% over cotton. The annual demand is growing by at least 15% to 20% annually. Linen is a fabric worn for comfort and, given the hot climate in India, its demand is increasing.”

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The company on Saturday launched its exclusive identity store at Linking Road, Bandra, in Mumbai spanning 1,370 sq ft. “This store is our first flagship outlet in Mumbai and our fifth store in Greater Mumbai. This store would be our 144th store pan India,” Varghese added. Rajiv Dube, director, Aditya Birla Management Corporation, said, “Mumbai is the fashion capital of India and we are absolutely positive that the style connoisseurs of the city will welcome the finest European linen fabrics. All our fabrics are made from raw material sourced from France and Belgium and processed at our manufacturing facilities.”

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