Max Mara, a billion-dollar Italian luxury brand, is all set to make its Indian debut after a marketing tie-up with the Mumbai-based fashion label Kimaya.
Kimaya would be introducing the brand in September under the label Max Mara by Kimaya. Max Mara, also known as The House of Max Mara, is popular for its luxury women couture clothing.
Pradeep Hirani, chairman, Kimaya Fashions, said, "Since inception, Kimaya has always focused on top-end luxury segment. The fashion house found our experience in the luxury space as the right platform to enter India."
Initially, Max Mara would be retailed through Kimaya stores and later the company plans to launch exclusive boutiques for the brand.
The fashion house has a network of more than 1,200 retail outlets with a kitty of about 20 labels. Apart from the couture range, it also has other labels such as Sportmax, Penny Black, and Marella (lower priced lines), eveningwear Pianoforte and youth brand Max and Co, amongst others.
However, Max Mara, the luxury brand, remains the most profitable brand for the group, while Max and Co is also gaining popularity.
Hirani mentioned that Kimaya was in talks with other international brands to expand its brand basket. Recently it has acquired a majority stake in Pam Mehta, a Delhi-based designer label that specialises in trousseau and bridal wear.
Explaining the rationale behind the acquisition, Hirani said, "Pam Mehta is strong in the US market, while Europe and Asia are virgin markets for the brand. It has great potential to explore other markets." Similarly, it also has its own labels, Ayamik men and Ayamik pret.
Kimaya, which houses collections of 108 fashion designers, has aggressive expansion plans. It aims to raise Rs 175 crore (Rs 1.75 billion) over the next couple of years.
"The company is considering various options such as private equity and would go public only in 2010," said Hirani.
The company will open stores at the upcoming luxury malls such as DLF Emporio at Delhi and the UB mall at Bangalore. In a bid to increase its retail presence, Kimaya would launch 14 new stores in new markets such as Goa, Ludhiana and Chandigarh.
