Linen Club fabric brand to focus on own-brand clothing

By

Isabelle Crossley

Published
Dec 19, 2017

Jaya Shree Textiles of the Aditya Birla Group’s fabric brand, Linen Club, plans to bring its main focus to an own-brand linen apparel line named “Linen Club Studio”.

Linen Club Studio was recently launched by Linen Club and it comprises a line of pure linen clothing that is now available across Linen Club exclusive brand outlets as well as online. There are around 150 Linen Club EBOs across India and a “central store” in Bengaluru houses the brand’s entire collection. The brand’s clothing is priced starting at 2,500 rupees and is positioned in the premium segment of the market. Items include shirts for both men and women and other casual and formal western wear.

Satyaki Ghosh, the CEO of Domestic Textiles, Aditya Birla Group, has stated that the company is planning to work on its back-end processes before initiating discussions with modern trade/ organised trade to further develop the brand. However, Ghosh assured that this is planned for the near future and that the apparel line is expected to become a well-known brand.

The business, which has an apparel manufacturing unit in Karnataka, is ramping up production there and own brand apparels are forecast as a major growth driver moving forward. Jaya Shree Textiles currently has around a 70 percent share of the pure linen textile market in India and supplies domestic brands as well as international brands including Marks and Spencer and H&M.