Raymond To Expand Ethnix And Next Look; Introduce Khadi-specific Brand

Given that the VUCA environment is intensifying and given Raymond’s commitment to providing growth opportunities for internal talent, the company has reshuffled its top brass, and has decided to push forward some of its promising sub-brands…

- Charu Lamba

Over the last century, change has been a constant parameter in India; the entire nation and its people have grown from strength to strength on all frontiers. And, in Indian fashion retail, it is Raymond Group, which has best exemplified this essence.

The brand has been successful in climbing the stairs of success despite several unforeseen, high magnitude disruptions including excise levies, demonitisation, and GST, over the last two years. Given that VUCA environment is only intensifying and given the company’s commitment to providing growth opportunities for internal talent, the brand has promoted Bidyut Bhanjdeo to the post of Brand Director – Ethnix, Next Look and Raymond Khadi.

Both the sub brands ‘Ethnix’ and ‘Next Look’ have emerged as two new, high-growth opportunities for Raymond in the past one year.

In an exclusive interview, Bidyut Bhanjdeo said, “Ethnix is all about ethnic wear, a major player in the ceremonial wear segment. ‘Next Look’ on the other hand is an economy range full wardrobe solution comprising of formals, casuals, accessories and footwear.”

“We have tied up with the KVIC board to sell khadi products through a newly introduced brand called Raymond Khadi – The Story Respun,” he added.

Ethnix and Next Look were launched a couple of seasons back. The two brands were test-marketed to check what worked and now Raymond is planning to launch these brands in full swing. As far as Raymond Khadi is concerned, it is expected to be introduced next month.

All About Ethnix