Inside Da Milano’s growth in the luxury market and its global expansion plans

By

Maverick Martins

Published
Mar 19, 2019

After three decades in the Indian luxury retail market, accessories brand Da Milano is planning a global expansion as it looks to become an internationally recognized brand in markets including the Middle East and Europe.

The label that debuted in the ‘80s with just a small store in Delhi has gone on to become the country’s most popular luxury accessories brand. Witnessing 25 percent growth in the last financial year with sales revenue of around Rs 200 crore ($31.3 million), the company has expanded its base to 85 stores in India and abroad. It plans to add another 15 new stores this year.

Shivani Malik, director at Da Milano, talks to FashionNetwork.com about how the Indian luxury market has evolved over the years, how international brands are helping boost the luxury market in the country and its expansion plans.

FashionNetwork.com: Da Milano has completed three decades in the luxury retail market. Can you briefly describe your journey to date and has it been a challenge to reinvent the brand with the changing times?

Shivani Malik: The style and design market is very dynamic yet tricky; it never stays still. The thrill of working in this business is its ever-changing mood and momentum. It is important for us to have a good understanding of consumer tastes and what makes them vary.

We produce new products almost every day. Currently, we launch over 300 products every season to stay on par with the latest trends. Our international design team in Italy works closely with our design team in India to keep everything in sync with changing trends. 

FNW: How has the Indian luxury market evolved over the years and how is it different compared to other countries?

SM: The '90s brought on great fashion trends that are resurfacing now. The luxury market was also being discovered and it was a good time to enter the market and make a lasting impression.

With growing luxury brands in the market in our country, the purchasing power of the customer has also increased. The customers are well informed and well-travelled who are aware of the luxury brands. 

Today, the Indian customers are well-informed about each brand in the market, thanks to the social media platforms. Although, the number of marketing channels has increased, at the same time the number of luxury brands has also grown exponentially creating is a cut-throat competition in the market. The way we face fierce competition is sticking to our brand message and original style. Competition nowadays has proved to be an excellent motivating tool for the luxury market to improve and diversify their products. 

FNW: International fashion brands are now turning to India as they see huge potential for growth in the country. Do you see them as competition or feel these brands can help boost the overall luxury market in India?

SM: The journey from one store to more than 80 stores has been eventful and encapsulating. I started working on opening more stores the year I entered the business. At that time, we were amongst the first few brands in India. Things around that time were more focused and somewhat limited as well, which helped the major fashion players at the time to not face heavy competition. Now, the fashion scene is broad, varied, and also accepting. With growing luxury brands in the market, the purchasing power of the customer has also increased. I truly believe that the entry of international brands in the market has helped boost the overall luxury market. We have seen the market trends change, and it has been an eventful journey. 

FNW: What is the domestic and international expansion plan for Da Milano in 2019? Which countries are you exploring for international growth?

SM: The brand currently has more than 85 stores in India and abroad, including showrooms at 23 Airports in India. The year 2018 saw the brand’s global acclaim in the Gulf, with a total four stores across UAE and one in Nepal.  We aspire to open multiple stores across the globe and reach out to discerning clientele of all age groups and income levels. We will be completing 100 stores by the end of 2019 along with more stores in the UAE and other international countries.

FNW: What are the focus areas for Da Milano and plans for future growth?

SM: We are working on expanding the brand internationally. We already have five stores in the UAE and one in Nepal and aim to open multiple stores in London and Singapore. We would also like to be seen on the high streets of European countries 10 years from now.