Fashion accessories brand Lavie has extended beyond its core of bags to launch women’s watches.
The first foray beyond the core category has been enabled by a recent fundraise by parent Bagzone Lifestyles.
Bagzone Lifestyles announced in October 2023 that it has raised US $9 million from First Bridge India Growth Fund. Lavie claims to have a 5 to 10 pc share of the ₹10,000 cr handbag market. At the time of announcement, the company revealed plans to expand manufacturing capabilities and its offline presence with 300 exclusive brand outlets.
Lavie’s women’s watches are priced at Rs.5,999. They will be available online on Lavie’s official website and at Lavie retail outlets nationwide. The watches are backed by a one-year warranty against manufacturing defects, supported by Timex-authorised service centers.
Asked about the expectation from watches, Ayush Tainwala, CEO of Lavie, said, “We are excited about the launch and eagerly await our customers’ firsthand experience. Leveraging their valuable feedback, we aim to catalyse the growth of this exciting new category.”
The starting price points of the watches are higher than the entry level price points for Lavie bags.
Explaining the pricing, the CEO said, “The MRP for Lavie and Lavie Luxe bags typically spans between Rs.3,000 and 7,000. In the case of our watches, the introductory price of Rs.5,999 reflects our commitment to delivering quality and durability. Each watch comes with a one-year manufacturer warranty serviced by Timex, underscoring our dedication to maintaining high standards across all categories.”
On the range of watches, Tainwala said in a statement, “Our latest collection of women’s watches reflects our commitment to redefining fashion statements and elevating women’s style. This expansion marks a significant step in Lavie’s journey as we foray into a new category, showcasing our dedication to style and innovation. We have transformed our vision into reality by expanding into a new product category, and we’re excited to take it further, setting new standards in the world of women’s fashion.”
The spokesperson declined comment on other accessories / product lines planned by the brand, if any.
Lavie bags have been endorsed by the likes of Ranveer Singh, Anushka Sharma and other celebrities like Kareena Kapoor and Kangana Ranaut in the past.
2011 – Kareena Kapoor
2016 – Kangana Ranaut
2018 – Anushka Sharma
Lavie Sport – 2023 – Ranveer Singh
The Lavie bags range straddles handbags, sling bags, tote bags, women’s wallets, clutches, potlis, laptop handbags, fashion backpacks, satchels, box bags and hobos.
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