2. BELIEVING
IN A NICHE
DOMAIN
LINEN
ITS STILL HERE.
* Featuring 2015 Autumn Winter campaign AW2015 shot in Australia
Over 10000' years ago this wonderful yarn was discovered...
3. A P P A R E L S | T E X T I L E S | A C C E S S O R I E S
M E N | W O M E N
Age>>>Flexible | Taste>>>Discerning |
Income Group>>>Ambitious
TG LINES
B A S I C S >>> Everyday comfort with fine fabrics & fits
F O R M A L >>> Linen into the boardroom & sharp
S T R E E T >>> Smart, Performs & Trendy, explore street linen
C L U B >>> Shake up the fun, it will shine to your moment
L O U N G E >>> Sinks into your moment effortlessly. Relax
E T H N I C >>> Connecting back to the soul
BELIEVING
IN A NICHE
DOMAIN
LINEN
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Only two aspects we remember when we talk about Laven's brand strategy
4. A P P A R E L S | T E X T I L E S | A C C E S S O R I E S
B A S I C S >>> F O R M A L >>> S T R E E T >>> C L U B >>> L O U N G E >>> E T H N I C
P R I C E P O I N T S
100% Linen & Premium Linens >>> ₹ 1995.00 to ₹ 3595.00 (Avg MRP : ₹ 2295.00)
Linen Blends* >>> ₹ 1299.00 to ₹ ₹3500.00 (Avg MRP ₹ 1699.00)
* Blends as cotton, modal, excel, Lynocell etc
6. VALUE PROPOSITION
• Focussing only on Linen fashion domain.
• First brand to create only linen products for Men & Women.
• A niche premium trendy lifestyle proposition.
• Linen as 'All Weather/Purpose' product, instead of summer product.
• Availability of linen through first move positioning (as a linen brand) in virgin fashion
markets.
• Match aspirations (mid-segment) with quality and price points (using the linen-blends
price compression method).
LINEN
L A V E N
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Niche Category | Unique Lifestyle Brand | 1st Women's Linen Brand | First Linen Online Brand
7. LINENMILESTONES...
Conceptualised India's first complete LINEN fashion & lifestyle brand.
Planned a "First Move Advantage" with 360 degree coverage of Linen
fashion - Apparel, Textiles & Accessories
Launched India's 1st Brand store on LINEN Lifestyle at Mantri Mall, Bangalore
Brand Store Expansion : Across diverse regions of India with 15 nos over
three years in Bangalore, Calicut, Hyderabad, Mumbai, Delhi, Nagpur, Pune,
Surat, Vijayawada, Rajahmundry and other Tier I & II towns.
Market Expansion (MBO & LFS) : Expanded operations in South, East & West
India, In over 14 states to reach out laven products across 100+ leading
multi-brand outlets & large format stores.
Online (e-commerce) Expansion :
Laven launches India's Linen Fashion e-commerce portal
www.lavenstore.com
Laven linen products launched across all leading e-commerce fashion portals
2010
2011
2012
onwards
2013
2014
L A V E N
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8. LINENSTRATEGIC PARTNERSHIP
L A V E N
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Domain Partners
Linen Mills
Fashion Institutes
Brand Associations
Fashion Councils
For SIS Collaborations
For exclusive textile
partnership
For Resources and talent
partnership through mutual
participation
For creating exclusive lines
that improves brand value
For Partnering with
designers and creating
exclusive high value lines
9. LINEN SALES MODELS
L A V E N
COMING SOON!! Retail through national LFSs like shoppers top, lifestyle, Central etc
'Laven-Truly Linen' Brand Outlets.
Target to 50 numbers for FY15-16.
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Exclusive Brand Stores
General Biz
Exclusive Partnership
Online & E-Commerce
Vide B&S (Buy & Sell), SOR (Sell or Return) or/and SIS (Shop-In-Shop) models
across leading MBO & LFS in South, East & West India.
Exclusively through 'Aditya Birla's Linen
Club' stores across India.
Through Laven e-commerce portal - 'www.lavenstore.com' &
other online fashion e-commerce stores :
10. LINEN
BRAND OUTLETSL A V E N
TIRUPATHI,
HIGH STREET
MUMBAI, R CITY MALL
VIJAYAWADA,
PVP MALL
EXISTING LAVEN FLAGSHIP STORES
Mall Location
Mantri Square Mall Bangalore
Rd. 36, Jubilee Hills Hyderabad
Manjeera Mall Hyderabad
Phoenix Marketcity Pune
Season’s Mall Pune
Empress Mall Nagpur
R- City Mall Mumbai
High Street Tirupathi
HIGH STREET RAJAMUNDRY
PVP Square Mall Vijayawada
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FUTURE LAVEN STORES : Hyderabad (Flagship Store), Hyderabad (AS Rao Nagar), Vishakapatinam, Thrissur,
Calicut, Hubli, Bangalore (Phoenix Market City), Bangalore (Koramangala), Guntur, Bhimavaram, Kadapah,
Chitoor, Chennai)
12. • JIT (Just-In-Time) Model : Creating exhaustive width of SKUs with smaller heights
to ensure variable options with less effort to liquidation.
• Introducing trendy designs at an optimum turn-around time. Understanding the
economics of purchase pattern and ensuring quicker response time.
• Focussed approach towards both Men & Women trendy fashion. Innovative
product development with special fabrics.
• Sensitive pricing and controlling the bottom line introduction price points.
• Keep core value towards linen entry level pricing to target the growing middle
class aspirational market.
• Plan towards exponential growth with 50+ exclusive brand outlets.
• introduction of over 300 MBO/LFS sales points within next one year.
LINEN BUSINESS MODEL
L A V E N
Business Model
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13. LINEN INFRASTRUCTURE
L A V E N
• All laven products are made in the
state-of-the-art manufacturing
facility. The facility has over 200 M/C
with all specialised machinery used in
world class apparel manufacturing.
Facility
• The brand operates from a total
space of 25000 sq ft, for the
Corporate Office, Manufacturing
Facility, Warehousing and Product
Development.
Space
• The brand employs 250+ employees
to facilitate its ambitious growth
plans.
Manpower
14. LINEN SALES & SALES FORECAST
L A V E N
• * Calculations at Net Realised Value at ₹ 1699.00
• ** Ideal Inventory at the rate of 2X (Holding stock at 30 days turnaround) ( Inventory = Per Day Sales x 30 days x 2)
• ***Per day sales value in ₹ X 365 days.
YOY Growth (Year On Year Growth @ 60%)
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• PROJECTED GROWTH
• SALES PER DAY (In Units)
• INVENTORY PER MONTH** (In Units)
• SALES PER DAY* (In ₹ Lacs)
• TOTAL INVENTORY
• (In Units Lacs/Yr)
• TOTAL SALES VALUE*** (In ₹ Cr/Yr)
250
15000
180000
15.47
4.24
CURRENT
MONTHLY
AVERAGE AT
LAVEN
2015-16
(1st YEAR)
400
24000
288000
24.78
6.79
2016-17
(2nd YEAR)
640
38400
460800
39.67
10.87
2017-18
(3rd YEAR)
1024
61440
737280
63.47
17.39
2018-19
(4th YEAR)
1638
98280
1179360
101.57
27.83
2019-20
(5th YEAR)
2620
157200
1886400
162.46
44.51
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15. LINEN FUND REQUIREMENT
L A V E N
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• Investments required for following Expansions :
– - Stores expansion for 50 stores. Average store
set-up cost plus inventory value - ₹30 Lacs.
– - Expanding business in MBO/LFS market.
– - Brand Building / Advertisement expenses.
– - Setting up of state of art production facility.
– - Investment on Inventory/ Working capital.
– - Man power/ Team Building expenses.
• * Value in Lakhs.
• ** Good Conversion ratio of 68% from walk in’s to sales across EBO’s.
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• PROJECT COST
• CAPEX FOR RETAIL STORES
• LAND & BUILDING
• MACHINERY
• IT / INFRASTRUCTURE
• BRAND BUILDING
• WORKING CAPITAL
• RETIREMENT OF HIGH DEBT
• OTHERS
• TOTAL
• 2015-2016
• 1000
• 300
• 300
• 100
• 300
• 2000
• 1000
• 0
• 5000
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EXPENDITURE AREAS
16. CORE TEAM
• Yashwanth Reddy, Managing Director |
• Post Graduate in Garment Manufacturing Technology from NIFT with
16 years experience in India and Abroad
•
• Ajit Khatai, Chief Operating Officer |
• A NIFT graduate with 16 years experience in design, sourcing,
merchandising & sales. Works mainly on turn-key projects. Worked at
senior management level with Classic Polo, Derby Jeans Community
& cbazaar.com
• Siva Sankar, Sales & Distribution |
• Management graduate with 20 years experience in. Sales domains for
some of the major brands of India.
• Bibhuti Acharya, Marketing & Branding|
• Management graduate with over 15 years experience in brand marketing
(online & offline) with companies like bharatmatrimony.com,
naukri.com, Deccan Chronicle & cbazaar.com
• Deepak Bagh, Design & Product Development |
• Graduated in Design from NIFT, with 12 years of experience in design
and been part of building brands. Worked with brands like Raymond,
Classic polo
• Santhanam Ganeshbabu, EBO Operations |
• Management Graduate with 25 years of experience in Retail. Headed
brand business for major brands of India.
• V V Chari, Accounts & Finance|
• Charted Accountant with 12 years of experience in finance and
Accounting.
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LINEN
L A V E N
