Raymond's launches intl fashion brand GAS

Mumbai, Apr 14: In a bid to capitalise on the Indian cosmopolitan, trend conscious men and women's exposure to international lifestyle and trends, textile major Raymond's Group in association with Grotto SpA, a renowned Italian fashion company, launched a flagship store of the latter's international brand 'GAS' here today.

GAS, while maintaining its core heritage of jeansware, also offers casual wear, footwear, beachwear and accessories, with its target being consumers of around 25 years of age.

The central theme of the brand is 'Essensual', capturing a combination of 'essential' and 'sensual' elements, that is reflected in the collection, Raymond Ltd's chairman and managaing director Gautam Hari Singhania said.

''I am confident that GAS will make a strong impact on the Indian consumers, who are becoming more conscious then ever of international lifestyle and trends. Our partnership with Grotto SpA will continue our pursuit in bringing the best of international fashion to Indian consumers,'' he said.

The store is a continuation of a 50:50 joint venture between Raymond's Ltd and Grotto, formed in November last year, Mr Singhania said.

''Delhi and Mumbai are two of the most phenomenal fashion capitals in the world and the flagship store in Delhi, launched on April 12, is the perfect beginning to our journey in India,'' Claudio Grotto, founder, chairman and chief exectuive office of GAS, said.

GAS is to showcase its spring-summer 2007 fashion collection of denims, cottons, linen and silks at The Taj Mahal Palace&Tower here this evening.

Grotto owns six European subsidiaries and is now consolidating its share in growth markets, especially Hong Kong, Japan and now India, where it is set to launch 6 of its flagship stores, two each in Delhi, Mumbai and Bangalore, while the brand will also be retailed in multibrand stores like Shoppers' Stop.

UNI