Linen Club, the premium brand from Jaya Shree Textiles, a unit of Aditya Birla Nuvo Ltd, opened its first exclusive showroom Linen Club The Ramp in Chennai. The brand plans to open 100 exclusive showrooms in two years to meet the surging demand for linen, according to S. Krishnamoorthy, President, Textile Division, Aditya Birla group.
Actor Kabir Bedi inaugurated the showroom in the presence of S. Krishnamoorthy, and Haji 
M. S.Akbar Ali, Chairman, M/s.Madharsha Textile Group, who made the first purchase.
This exclusive showroom offers a wide range of linen fabrics and garments – from pure linen to exotic blends, printed and embroidered linen. Readymade garments like shirts, trousers, jackets, suits and for the first time accessories like stoles, laptop bags, scarves and more made with linen will also be available. Linen Club fabrics are made out of Flax fibres imported from France and Belgium.
“For all you trendsetters, the fashion statement this season would be to dress yourself up in linen”, commented the style guru, Rohit Bal, who already endorses Linen Club fabrics and is a Linen Club fabrics loyalist.
Krishnamoorthy said the company will focus on tier-II cities for expansion. Jaya Shree Textiles has emerged as the clear leader in the linen business with a 65 percent share in linen apparel. It is popular with leading brands like Color Plus, Louis Phillipe, Van Heusen, Allen Solly, Will’s Lifestyle, Park Avenue, Benetton, Blackberry’s, Levi’s, Freelook, Arrow, Zodiac, Pepe Jeans and many more.
Abhey Nair, Sr.Vice President, added, “The idea was to strategically coincide this launch with the festive season ahead. We promise to bring the best of our collection to Chennai to make this exclusive showroom a preferred destination for linen lovers.”
Jaya Shree Textiles is a unit of Aditya Birla Nuvo Ltd. The company also happens to be India’s first integrated textile manufacturing unit to bag the coveted ISO 9001:2000, ISO 14001, OHSAS18001 and SA certifications. Internationally acclaimed Italian designers like Mario Talli Nencioni and Raffaela Palmieri have enriched the design value and made Linen Club fabrics the preferred choice of fashion connoisseurs.
