Bats promote Billionaire Boys Club range
By Venkatachari Jagannathan | 26 Apr 2002
Chennai: So, young girls, the next time you see a wealthy young man flutter around you, or even hang upside down to gain your attention, check out the label on his apparel, shoes or accessories. He could be the new Bat Man, wearing the Billionaire Boys Club readymade garment with the exotic Bat as its logo.
Our garments are party- or eveningwear. Mind you, bats are nocturnal animals. Hence, a logo that captures the very essence of the brand - clothing for the night, says PGV International managing director Prashant P Palayam.
He makes no bones about the premium positioning of his brand. I am targeting the rich class who yearns for the best things in life. The company will be importing fabric and other mens accessories like shoes, belts and wallets.
The offerings include: double mercerised and yarn-dyed in knit, Cross Dyed Micro silk, Chinese Bengalene, Tow tone, Iridescent Cotton rich, Chambrays and Jacquards for woven shirts, Melange yarn-dyed flat fronts and classic twill pleats for trousers - a handsome collection for party animals.
The brand, launched in Chennai recently, will soon be introduced in Bangalore, Hyderabad and Pondicherry. Palayam says his company has appointed distributors in Tamil Nadu, Pondicherry, Karnataka and Andhra Pradesh. We will sell through exclusive and multi-brand outlets.
Curiously, the premium brand is absent in the shelves of destination stores like Lifestyle, Globus and Shoppers Stop. We are not in a position to offer the kind of margins they expect. Further, destination shops are known to offer in-house brands over a period of time. And we dont want our brand to be discarded, says Palayam.
PGV International hopes to break even on achieving a sales figure of around Rs 5.75 crore this year.