Timex unveils fresh expansion plans for Aviraté

By Cheranka Mendis

Sri Lanka’s very own dress designing manufacturer, Timex Garments, under its brand name Aviraté, has launched an aggressive expansion plan in both Sri Lankan and Indian markets.

Two years since debuting the brand to the local market, the 100% Sri Lankan brand has grown exponentially over the years, having established itself in the two markets and planning aggressive expansion strategies especially in the Indian market.

Aiming for a US$ 10 million turnover in the next financial year from its Indian sales and US$ 3-5 million from Sri Lanka, the company has set its sight on a growth plan in the coming months.

Aviraté Chief Executive Officer Asim Younoos yesterday stated that following the positive response on the two stores opened in India with the first being launched in December last year in Bangalore, seven more stores will be added to the network before the end of 2012.

Aviraté will open another store in UB City Mall in Bangalore this month showing its products alongside global brands such as Louis Vuitton, Burberry, Mont Blanc and the likes. Stores will also open in Gurgaon in October, Delhi and Chennai in the October/November period, Pune in October, Goa and Chandigarh in November. Aviraté will also be opened stores in Mumbai and another in Delhi within the first quarter 2012.

The company is also actively participating in online portals such as Myntra, Zivam, Jabong in India and High Street Labels in Singapore.

Timex Group Managing Director Arshad Sattar stated that the aim was to have 30 stores within India by end 2013. The next step is to get into Multi Brand Outlets (MBOs) soon, he said. “We are also looking at Dubai, Singapore, Hong Kong and Malaysia. We are currently addressing the pricing, etc., and are looking at various business models. Outlets in these countries should materialise by the first quarter of next year.”

In activities in Sri Lanka, Younoos acknowledged that Aviraté would open a store at Crescat in the month of October, targeting foreign consumers.

Sattar noted that Timex Garments operates on a twofold strategy for development. “One is the brand Aviraté catering to Asia, Far East and the Middle East and the other is A-dress, exclusively sold at British Homes Stores (BHS) in UK.” A-dress, which is running in its second season at BHS worldwide, is the first Sri Lankan brand to be introduced to a European company, he said.

Timex is also looking at introducing a few new brands and labels to the market very soon. “Aviraté is the first step. Timex is proud to have a brand that can compete in the global market successfully. Even with international brands such as Mango coming in, we have held our ground and given them competition, which is evident by the giant hoarding of Mango that has been put up right in front of our Maitland Crescent outlet,” Sattar said.

While the garment industry in Sri Lanka works on a Contract Manufacture (CM) basis, Timex is taking a different approach and hopes to come out of the CM business soon.

“This is the best model given the circumstances in Europe, etc. If suppliers can bring both the design and manufacturing in one process, that would cut down cost on the buyers significantly while helping is establish ourselves out of the CM business.”

Currently Timex produces less than 5% for its own brand, which they hope to increase to a 30% within two years. The factory has produced some one million dresses to date.

Pix by Lasantha Kumara