The itsy bitsy teeny-weeny yellow polka dot bikini used to be the kind of garment that arched eyebrows and knitted frowns on disapproving faces. But today, beachwear is surfing the waves of success, and how! Soft pastels, jewelled tops, tie-side bottoms, tankinis, embroidered swimsuits with lace to boot, eco-friendly beachwear—in this rapidly shyness-shedding world, the business of beachwear is one of the hippest, coolest ideas going around.
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| Shivan and Narresh |
“We are expecting to sell more than 750 pieces this summer, a 166 per cent rise over last year,” says Narresh of ShrivanNarresh, India’s first beach-wear brand. The reason behind the astronomical hike is the increased awareness of the brand.
Happy women, satisfied women, content women are spreading the word within their circle about the only exclusive beach/swim-wear in India.
Summer is definitely a good time for ShrivanNarresh. Albeit, not much as winters when women love to indulge in fancy swim-wears. Women pick-up swim-wear in summers primarily to slide down the pool. However, winter shoppers buy beach/swim-wear for going on cruises, holidaying, and sometimes for no-specific reason but just to flaunt their style.
Shrivan Narresh makes the maximum sale in the months of November, December and January and the lowest in June and July.
Having said so, “About 35-40 per cent of annual revenues come from this season,” points out Narresh. And the rest of the revenue comes from winter as women indulge in unrestrained swim-wear shopping in this season.
To take the percentage higher, every summer Shrivan Narresh organises private exhibitions for a close group. The day-long exhibitions are held at somebody’s residence where participation is by invitation only. Here, the designers get to directly interact with the customers and understand their needs. The exercise helps the creative minds to create the perfect piece keeping in mind the specific needs of their customers.
| Shrivan Narresh: (http://shrivannarresh.com/) Store Location: Hauz Khas, Delhi Types of beach-wear available: Maillots, Bikini, Trikini, Tankini & Bandeau Retail Stores selling ShrivanNarresh: Taj Falaknuma Palace (Hyderabad), Taj Exotica (Goa), Taj Fort aguada (Goa), Taj Holiday Village (Goa), Leela Kempinski (Goa), Ensemble (Mumbai & Delhi), Ogaan (Mumbai & Delhi) and many more Cost of swim-wear: Rs6000 to Rs20,000 |
In winters, the maximum orders come from participation in Lakme Fashion Week which is held twice a year, in summer and winter.
No Looking Back
India, the land of summer, has a huge potential for beach-wear and swim-wear, only there wasn’t a brand all this while.
In 2009, the designer duo Shivan and Narresh, after staying in Cannes for 4 years designing beach-wear, decided to shift base to India. And launched India’s first beach-wear brand, ShrivanNarresh.
Despite several warnings against opening shop in India, claiming the business would never do well for women here are still apprehensive of flaunting a swim-wear, the duo opened their first store in Delhi. And since then there has been no looking back for them.
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