Linen Club plans to launch premium apparel range

Jaya Shree Textiles, a part of the Aditya Birla Group company Grasim Industries, offering fabric for Linen Club, an ethnic brand and shares about 70 percent of the pure linen fabric market in India and is said to be suppliers to major international brands such as Marks and Spencer, H&M and so on. It is also a supplier (of linen) to many domestic players is planning to launch its own apparel range across organized retail stores called “Linen Club Studio”.

Linen Club Studio – offerings focused on pure linen clothing – the apparels are already available across Linen Club exclusive brand outlets.
Incidentally, Linen Club Studio branded apparels are positioned towards the premium end and are priced upwards of ₹2,500. It was also sold through the group’s online platform, ‘abof.com’.

According to Satyaki Ghosh, CEO, Domestic Textiles, Aditya Birla Group, the company is planning to work on its back-end processes before initiating discussions with modern trade/organised trade.

He said that they do plan to launch branded apparels across modern trade soon. Right now, it is there across their 150-odd exclusive brand outlets.
Currently, Linen Club Studio offerings have been introduced at one “Central” store in Bengaluru. They are piloting with one store at present, he added.

According to sources, the company has already ramped up its apparel manufacturing facility at Karnataka. Ghosh, however, did not confirm the same.

Jaya Shree Textiles has already invested close to ₹400 crore over the last few years at its yarn and fabric production unit at Rishra in West Bengal.

Jaya Shree Textiles is the only integrated Linen factory in the country with state-of-the-art facilities equipped with the latest spinning, weaving and finishing system from Switzerland and Italy. The company has significantly revolutionized the Indian textile market by popularizing ‘linen’ in India across a wide customer base with its brand “Linen Club”.