New Luxe Labels On The Block

As the luxury market unfolds, brands from across the globe are trying to capture a large share of the market. Apart from designer clothing, luxury brands into accessories, shoes, fragrances, body care and tableware are all making a beeline to India. Going by the list of newcomers, India is only growing strong when it comes to the luxury market. The millennial state of mind, along with buying power, is adding to the growth chapter.

Berluti: The luxury Parisian shoe brand opened its maiden Indian boutique in India in partnership with Brompton Group this February at DLF Emporio. Explaining the decision to open in the capital, Gaganmeet Singh, Managing Director, says, “Delhi is the best market and has the highest acceptance of new brands as well as provides the most quality retail spaces with utmost luxurious environment, additionally the target audiences is highly penetrated here.”

The newly opened boutique displays the complete lifestyle range of the House including shoes, leather goods and ready-to-wear pieces among which are the emblematic Alessandro shoes, Un Jour or Deux Jour briefcases and recently launched Playtime sneakers. (The price ranges up to Rs 1,64,000.)

Creed: The iconic brand Creed launched in August at The Chanakya mall under Berkley Beauty Brands. Founded in London in 1760, The House of Creed is the only family-owned luxury fragrance dynasty that has served royal houses as well as discerning patrons for over 250 years. “It was the right time to launch these brands in India as the Indian market is showing more acceptance towards luxury lifestyle products as also the luxury consumer is getting mature and accepting niche luxury brands for their superior quality and uniqueness,” says Gaganmeet Singh, Managing Director, Berkley Beauty. (The price ranges go up to Rs 32,000 and above.)

Molton Brown: Molton Brown, London’s most sought after brand for luxuriously fragranced bath, body and home products, opened its first store this August in the exclusive DLF Emporio Mall in New Delhi.

The store stocks their signature fine fragrances, bath and shower gels, home and hand care luxuries, and invites customers to enjoy indulgent in-store services such as pampering hand and arm massages and bespoke gifting. 

Mark Herman, vice-president of Retail Sales, says, “Molton Brown has a pioneering spirit and history of innovation. So, we were delighted to partner with Berkeley Beauty Brands to be one of the first British beauty brands to secure a space in the upmarket DLF Emporio Mall, New Delhi. We are determined to offer an authentic and premium retail experience to our customers.”

From their first store in London’s up market Mayfair to luxurious destinations across the globe, Molton Brown is a name to reckon with. (The price ranges up to 10,600 and above.)

Jo Malone: Jo Malone, a luxury fragrance brand from the UK, has upped the barometer in the segment with its launch at Mumbai’s Palladium mall and subsequent launch in Delhi with two stores at Promenade and Select Citywalk malls. “Jo Malone London is the epitome of British luxury and style, and we are thrilled to launch in India, a country bursting with history, energy and a genuine love for fragrance,” says Rohan Vaziralli, General Manager, Estée Lauder Companies India. The label that was founded by Joanne Lesley Malone was bought by Estée Lauder in 1999 and has a global presence across 50 countries.

Stepping inside the world of Jo Malone London is a pleasant experience for the senses. From enticing new scents like Myrrh & Tonka to modern classics such as Lime Basil & Mandarin and Wood Sage & Sea Salt, each fragrance is crafted from the highest quality ingredients. The boutique mixes English classicism with modernity. Heritage pieces of furniture juxtaposed with stark contemporary elements, making shopping an inspiring experience. Jo Malone London is synonymous with a bespoke style of service. 

Jo Malone London is inspired by, and immersed in, modern British culture; curating collaborations between world-renowned master perfumers and London’s leading creative talent. (The price can range up to Rs 50,000 and above.) The Collective, India’s largest, luxury multi-brand retail by the Aditya Birla Group recently launched Ted Baker and Philipp Plein, bringing a wider choice to the luxe loving patrons.

Ted Baker: The brand expanded its operation to India with the opening of its first store in New Delhi’s Chanakya mall in February. The brand is the latest addition to ABFRL’s international brand portfolio, which began a decade ago with The Collective.

“Ted Baker is an iconic brand and we are excited to bring it to our Indian consumers, who have a personal sense of style and appreciate good design, with a perfect blend of British sophistication,” says Amit Pande, Brand Head of The Collective.

All of Ted’s store interiors are bespoke to their location, taking into account the surroundings and local culture, and New Delhi is of course no exception. Starting with the rich jewel tones in traditional Indian dress, Ted has juxtaposed these with inspiration drawn from the Crown Jewels for a uniquely British twist. Created using traditional and locally-sourced Indian textiles and embellishment, this is thoroughly contemporary take on Ted’s travels.

Fitting rooms have intricate printed wallpaper and are upholstered in regal purple with opulent gold trims with wall-hanging jewel pendants. Props referencing the British monarchy are displayed in ornate frames throughout the store. (The price ranges up to Rs 80,000.)

Philipp Plein: The luxury German designer brand entered India in August and is available at The Collective in Ambience mall, New Delhi and Palladium mall in Mumbai. The Philipp Plein collection consists of edgy and uber stylish signature denims, jackets, t-shirts and accessories.

“The Collective has been at the forefront in recognising international trends and introducing them to the Indian consumers,” says Pande. “With over 100 brands at The Collective, we are excited to add the eponymous label of Philipp Plein to our portfolio. The collection is a combination of young, rock and roll style with impeccable quality and will appeal to our fashion forward customers.”

The Collective has become the preferred shopping destination for India’s most affluent and distinguished individuals. Each season, The Collective brings to India a curated collection from over 60 international designer labels, at the same time as the fashion capitals of the world. (The price ranges up to Rs 2,50,000.)

Vista Alegre: A 150-plus-year-old Portuguese company. Vista Alegre is among the world’s most renowned leaders in crafting luxurious designs of porcelain, fine crystal, fine glassware, luxury earthenware and cutlery. It ranks as one of the finest, culturally diverse and historic manufacturers of porcelain in Europe.

Vista Alegre’s tableware is known for its use in the White House in the US and in several other royal households, including those of Queen Elizabeth II and King Juan Carlos of Spain. Vista Alegre is one of the very few manufacturers of porcelain in the world to have 17 in-house painters who manually paint extraordinary art work, consisting of animal and bird themes in particular. Saumya Agarwal, Director Vista Alegre says, “According to economics the demand for luxury products sees a more than proportionate rise with increasing income than non-luxury products. India’s population is seeing a rise in middle class, a growing exposure of international brands among Indian youth and higher purchasing power of the upper class in tier 2 and Tier-3 cities. Seeing the economics and the fact that we have such few international luxury home brands in India, we decided to bring the brand to India at this time.”

They have a standalone store in Bangalore and are present across all Oma stores nationwide. Quality and craftsmanship is a selling point but not the decider point for Indians, it is prestige that people associate with the brand that they are paying for and, therefore, more than anything else it is perception of the brand in the country that is either making a brand successful or is creating struggle.

“Luxury brands need to be careful in the Indian consumer market as they need to craft the product to the requirements of the Indian consumer and still develop and retain that prestige,” says Agarwal. (The price ranges up to Rs 3,85,000.)  

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@ShvetaBhagat