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Prime listings: Pashma’s silk cashmere kashgar scarf (50% cashmere and 50% silk) is carried onboard KLM |
INDIA. Pashma made its debut at the TFWA World Exhibition last month with its boutique style approach to luxury fashion. The Indian company, which exhibited both apparel and a new line of jewellery in Cannes, continues to report buoyant sales from both domestic and travel retail markets amid challenging trading conditions.
“We believe that an intrinsic element of luxury stems from providing a pleasurable experience to the customer,” said Pashma President and Founder Shilu Kumar. “This extends itself to the satisfaction of a customer perceiving that they have discovered a brand offering that is truly unique and exquisite and yet priced attractively.”
Following a successful showing at the TFWA Asia Pacific show in Singapore earlier this year Pashma has reported prime listings with Gebr Heinemann, Harrods International for London Heathrow, International Shoppes, New York JFK, DFS Singapore and Nuance-Watson (Hong Kong).
New inflight clients include Singapore Airlines’ Kris Shop, Lufthansa World Shop, Delta, KLM and BMI. More listings are in the pipeline.
Pashma’s inflight offering hinges on its range of silk cashmere kashgar prints. The Kashgar is a specially developed weave that is soft and light, lending it a trans-seasonal versatility. These are then canvassed in an array of eye-catching prints ranging from abstract geometrics, vivid florals to graphic paisleys.
With a guaranteed composition of 50% cashmere/50% silk, the kashgar prints are said to offer affordable luxury.
Pashma’s new offering at Cannes consisted of a range of prints in silk and linen for the spring 2010 season. In addition, a new 100% cashmere trans-seasonal basic wrap was showcased that is suited both for airport and inflight retail.
New fashion jewellery range
Pashma is also extending its value promise of premium quality at affordable prices to fashion jewellery by offering a range of contemporary bracelets, necklaces and rings made from silver and embellished with precious stones such as amethysts, emeralds and sapphire and unique lacquering techniques. This range is targeted both at inflight and airport retailers.
Pashma has also announced the debut of its stand-alone store format at Mumbai International Airport. Located opposite the Emirates and British Airways lounges, the store will carry Pashma’s full range of scarves. This retail template will be offered to airport operators across the world shortly.
About Pashma
Pashma is a luxury label that fuses art, luxury and cutting-edge design. It is retailed at more than 800 multi-brand retailers in over 40 countries, including Isetan, Mitsukoshi, Bon Genie, La Rinascente, Bloomingdale’s and Le Bon Marche.
In the travel retail sector it is available at Dubai Duty Free, Bahrain Duty Free, New Delhi IGI, Mauritius, Duesseldorf and Hamburg (Gebr Heinemann), New York JFK, London Heathrow (Harrods International), Hong Kong (Nuance-Watson) and Singapore (DFS). Airline listings include Lufthansa, Singapore Airlines, KLM, Delta and BMI. Its first airport stand-alone store is slated to open this year at Mumbai Airport.
Spurred by its recent success, Pashma and its inflight retail partners McG Consultants are looking to expand its duty free presence worldwide.
For details, contact Deepti Kumar, Pashma, tel: +91 129 408 9956, e-mail deepti.kumar@pashma.com; or
Richard McGratty, McG Consultants London, tel: +44 207 431 7743, e-mail mcgratty@mcg-consultants.co.uk
MORE STORIES ON PASHMA
Pashma spins a compelling yarn in travel retail – 22/05/09
Pashma combines art and fashion in exclusive lines – 17/07/08
