Bags and accessories brand Holii is expanding its scope to the apparel segment by partnering an upcoming designer.
"We are moving away from an ethnic Indian positioning to a more contemporary Indian positioning," Ashni Biyani, director of Future Ideas, said.
Holii is a 50:50 joint venture between Kishore Biyani's Future Ventures and accessories-maker Hidesign India. The design of the brand is headquartered in Pondicherry while Mumbai is the base for operations.
"Holii has very unique design sensibilities, a wide range of consumers who understand the creativity and appreciate the brand's differentiation," Biyani said, adding that the apparel products would reach stores during the festive season.
While the average selling price was Rs 2,400 earlier, Holii now also retails products such as strolley bags which are priced at around Rs 6,800. A Polo T-shirt from its apparel line, for instance, will be priced at Rs 895-1800.
Holii currently has 10 standalone outlets and plans to add three more this fiscal, Biyani said. Indus League, BIBA, AND, Lee Cooper, Celio, Turtle, Mother Earth and Clarks are other fashion brands in Future Ventures' portfolio.