W eyeing 20% sale from sustainable fabrics

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Sustainable fashion has been a relatively newer concept. W is experimenting with different kind of sustainable fabrics. The brand expects revenue from products made from sustainable fabrics to double in the 18-24 months to 10-20 percent from about 5-10 percent at present. According to a recent report, The company has announced an exclusive partnership with Aditya Birla Group’s Livaeco brand. Last year W had launched a new line of Harit Khadi products styled by the company.

These sustainable products are priced at a premium, but they have seen a great response from customers for Harit Khadi products. They want to give the customers the choice of the kind of fabric they want to buy. Manohar Samuel, Senior President, Aditya Birla Group stated that The company is launching their newest offering Livaeco exclusively with W, which has created a collection that embodies our focus on sustainability and high fashion to delight the customers.

TCNS Clothing sells its products through 521 exclusive brand outlets across 1,598 large format stores across Shoppers Stop, Pantaloons, Lifestyle, Central, among others and 1,496 multi-brand outlets as of December 31, 2018. The company plans to open about 70-80 exclusive brand outlets in the next fiscal for its brand W and Aurelia. It is also looking at expanding its international presence to the Middle East and South Asian countries through online foray. At present, TCNS has stores in countries such as Nepal, Sri Lanka, and Mauritius.

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