Linen Club unveils new retail identity

Business Line

Amidst rising demand for linen fabrics, Jaya Shree Textiles, the Aditya Birla Group company, plans to add some 20-25 Linen Club stores to its retail chain in FINANCIALyear 2015-16. Jaya Shree has some 116 Linen Club stores at present and the company's fabrics are available through 4,000 outlets across the country.

"We will be adding about 20-25 stores, mainly through franchisees during 2015-16," said Thomas Varghese, Business Head, Textiles, Acrylic Fibre and Overseas Spinning, Aditya Birla Group on Monday. He was speaking to reporters at the unveiling of Linen Club's new retail identity in Bengaluru.

The company launched its flagship retail store in Bengaluru with a new identity, that showcases the largest variety of linen fabrics and products and where in customers can walk into a store, feel the fabric and get it stitched to their requirement. "We are trying to make it more youthful and contemporary," Varghese said.

Linen Club has also launched ready made garments that would be soon made availabe across all stores, said, S.Krishnamoorthy, CEO, Domestic Textiles at Jaya Shree Textiles. The company is in the midst of a Rs. 235 crore expansion that's is expected increase production to around 10 million metres annually from the eight million metres this year.

Linen fabric, considered an aspirational product, commands a premium of 35-40 per cent over cotton fabric. "The annual demand is growing at 20-25 per cent," Krishnamoorthy said.