Mumbai, May 12

Completing a year in the Indian market, Lee Cooper is now targeting the value segment with a new sub-brand — Famous Basics by Lee Cooper. Pitting its new brand against the existing multinational denim brands such as Signature from Levi’s and Hero from Wrangler, Lee Cooper is pegging its ‘economy’ brand in the Rs 599- Rs 1,299 price band.

According to Mr Ameet Panchal, Chief Executive Officer, Lee Cooper, “There would be a new distribution set-up created for the value brand and its pricing would be along the same lines as the existing value-based denim brands in the market.” With a different retailing strategy for its new brand, Lee Cooper is currently evaluating having separate outlets to vend its brand.

India plans

Meanwhile, Lee Cooper is planning to make India a sourcing hub as well. “Down the line we expect India to emerge as the sourcing hub for the European and Asia Pacific markets,” says Mr Panchal. Having forged an equal joint venture with the Future Group, Lee Cooper currently sub-contracts its manufacturing and uses the Future Group’s companies for logistical support.

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