The company said Samoh will debut with its first-ever store in Lucknow at Hazratganj and will cater to people who appreciate luxurious and modern take on cherished designs and motifs from the Indian hinterland.
“Samoh’s range draws inspiration from traditional roots and blends it seamlessly with modern aesthetics. Samoh will undoubtedly provide a compelling touch of luxury and sophistication to our customers, while they shop for their special moments in life”, said Noel Tata, Chairman of Trent Ltd.
Indian wear, initially restricted to older age groups, now finds acceptance among younger consumers as well, with labels such as Manyavar and Fabindia driving the market, especially at the mass-premium end, while designer labels cater to the high-end, bespoke segment.
Over the past two years, Aditya Birla Fashion & Retail Ltd has acquired two designer owned companies – a 51% stake in Sabyasachi Couture, the company founded by fashion designer Sabyasachi Mukherjee and Finesse International Design, which sells bespoke apparel retail brand Shantanu & Nikhil.
Mukesh Ambani-led Reliance Industries Ltd too has bought a 40% stake in a company owned by fashion designer Manish Malhotra.