Madura Fashion & Lifestyle today said its premium brand Van Heusen has launched a new range of fashionable formals called X-Lifestyle, designed for modern professionals.
“We are launching a new innovative range, which is an addition to our brand Van Heusen. It tends to make corporates more fashionable. It has bolder checks and stripes, inner detailing patterns, slimmer fits,” Ashish Dixit, Chief Executive Officer, Madura Fashion & Lifestyle said.
The Aditya Birla company has tied up with private carrier Jet Airways, to co-brand the brand on one of its aircrafts.
“We thought since most corporates are frequent air-fliers, we thought this will help to communicate better with them,” he said.
The new product will be available across all cities where the company retail its products.
Van Heusen clocked a turnover of Rs 900 crore in FY12 and the brand is expecting a turnover of Rs 2,000 crore in the next five years.
On the new range’s contribution to revenues, Dixit said, “it is too early to say anything but we think it will have substantial contribution to our sales.”