Leela Apparels is a couture and exclusive design house that produces upscale womenswear. The label ‘18 Fire’ reflects silhouettes where each collection has an inspiration and at the same time also keep the accent always on comfort, wear-ability and affordability. Recently, the brand introduced a sub-brand, Divyanshi, that offers designer kurti in economy range.
Brand USP: 18 Fire is one of the most recognised and well known fashion brands creating staple designs for modern women in India. The product assortment comprises exculsive designer kurti, salwar-kameez, short and long kurtis, palazo, designer pants, etc.
No. of Indian cities currently present in: 18 Fire and Divyanshi are available in all major cities.
Total no. of MBOs: 1,400
No. of MBOs added in 2014: 50
Presence in Large Format Stores: The Chennai Silks, R S Brothers, Taruni, Mom & Me, Blue Club, Carron, Trendsetter, Parichay, Spices, Amarsons, Chunmun and Bindals.
Presence in online retail: Besides retailing through brand’s online portal, 18 Fire has also tied-up with major e-commerce portals like Jabong, Flipkart, Paytm, etc.
Future plans: At present, the brand has plans to expand their product portfolio and to introduce new ranges like jackets, palazo, pants, designer tops, etc.
Targeted cities in the next couple of years: The company is seraching for distributors in Chhattisgarh, Bihar and Kerala.
Growth percentage (CAGR of last three years): 100%
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