In a major move Trylo Intimates surprised the industry rec ently when they announced the opening of its first EBO in Ajman. This is their fist foray in International waters. With this store RIZA their brand has now international connotations. When we spoke to Mr. Ritesh the MD of Trylo Intimates he was quite candid in admitting that this is just the start and they have plans to open similar stores where Indian diaspora lives. So they are looking at multiple options from having their own EBO to franchise led models in countries like Australia, Malayasia, UAE, UK and US.
They feel Indian customers need the touch and feel of Indian brands which the Indian diaspora misses when they stay for extended period abroad. He even mentions most of the brands available in these countries are made according to the body measurements of their own natives and not that of the migrant population.
There is a huge lacunae in these countries through the Indian expats which he hopes to fulfill and taking his brand truly international. The EBO in Ajman houses product range in Trylo and their newly launched brand RIZA. This 275 sq ft showroom is made in beige and pink interiors. The counters are lined with packed products and the shop has a full glass window with mannequins displaying various products. The store is located in a busy shopping arcade of a downtown business area in Ajman. They have stocked the complete range of women’s innerwear products including the recently launched loungwear range. Shortly they will be adding other segments to this range.
