Premium Spanish apparel brand Custo Barcelona ready for India entry

Source: Business Standard, Jan 14, 2015

New Delhi: Custo Barcelona, the Spanish apparel brand of Custo Dalmau — the designer of clothes for 80 aepisodes of Sex and the City and dresses for Hollywood celebrities like Julia Roberts, Jennifer Aniston, Penelope Cruz, Beyoncé and Shakira — is set to make its India entry this weekend. The brand will start its operations here with two stores, in Delhi and Mumbai, and then expand over a period, according to Dalmau. Its sale will be limited to exclusive outlets, and there will be no multi-brand retailing.

Keeping the Indian consumer in mind, the products will be priced at Rs 5,000 and above. “India is a volatile and cost-efficient market. We will lower our pricing in sync with local spending power but definitely not the quality,” Dalmau says. The country’s apparel market is estimated to exceed Rs 2.95 lakh crore in size by 2016 from about Rs 1.95 lakh crore in 2011, according to a report by Booz and Co. The premium and super-premium segments account for 15-20 per cent of the total market. At present, Custo Barcelona has 80 exclusive outlets and close to 3,000 fashion retail associates across 40 countries; India is going to be the 41st country where it will have presence. The entry will be marked by a lifestyle exhibition, The Reverie, on January 16-17.

“About 65 per cent of India’s population is below 35 years of age. Unlike other premium brands, whose colour segments mostly offer black, blue and grey products, Custo Barcelona will have attractive and colourful patterns,” adds Dalmau.

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