Centaurus Lifestyle Brands Pvt. Ltd., purely run by professionals from the industry is a company that will only cater to international undergarments brand. From women’s to men’s lingerie and lounge wear, every segment will be covered under the brand’s umbrella, but the only exception will be the International tag.
Centaurus Lifestyle Brands Pvt. Ltd., will be the one stop destination for any licensee in the undergarment category who is ready to step on to the Indian soil. ” As we cater end to end solution for undergarments under one roof. We have acquired the licensee for Ed Hardy for Republic of India exclusive for undergarment & lounge wear,” mentioned a happy Mr. Krishna Das, Managing Director, Centaurus Lifestyle Brands Pvt. Ltd., Keeping the agreement details confidential he also mentioned that they have acquired the rights for the next 10+10 years.
“Ed Hardy is starting point. We have aligned Naughty Nick licensing brands for kids undergarment from Switzerland designed by Ms. Paula De Michelle. We are in talk with Tusardi too. We will be adding 7 more licensing brands in men’s, women and kid’s category within the coming year,” he further added.
Centaurus Lifestyle Brands Pvt. Ltd., has set up distributors across India. And will start with the T1 model ie, trade, which will get them into EBO business, they have their in house brands Strawberry Lenceria, Naughty Nick and Little Strawberry in their product bucket, which will now be extended and include Ed Hardy men’s, women’s lingerie and other brands too. Including seven more brands to the bucket is in the pipeline and hence Centaurus Lifestyle Brands Pvt. Ltd., will soon become a family store for all international undergarments. This concept is a first in every way and not available in India until now.
The Ed Hardy range that will be made available for the Indian market will have an entire range of designs, based on the requirements and sensibilities of the Indian market. Hence, there will be a special product line to cater to the Indian market in a focused way.
Centaurus Lifestyle Brands Pvt. Ltd., have licensee only for undergarments. While the Outerwear license for Ed Hardy rests with Arvind for the last couple of years. Centaurus not only will manage the sales and merchandising for the brand in India but will also genuinely design the Ed Hardy collection for the Indian consumers and when it comes to following the design sensibilities.
The company has also acquired the Ed Hardy core baseline of tattoos made by Mr. Don Ed Hardy. They have acquired more than 1 million tattoos for their design bank. The brand is keen to experiment and utilize these exclusive designs to give way to the Ed Hardy collection for India. The Ed Hardy Essentials have already been rolled into the market in Mumbai, Delhi, Kolkata and Gujarat. And will be rolled out in the South by mid August this year. The entire collection will be retailed from retail shops, hosiery shops, exclusive MBO and Large format stores.
“As of now we have rolled in general trade. We have huge marketing spend kept for these brands and especially Ed Hardy, we are still planning a way forward and will reveal the same in the time to come,” commented Krishna Das.
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