INDIA. Indian accessories brand Pashma unveiled a new men’s cashmere scarf range at last week’s TFWA Asia Pacific exhibition in Singapore while reporting “resounding success” in its aim to bring boutique-style luxury to travel retail.
The company’s specially selected travel retail assortment now includes a new men’s collection of cashmere scarves called Boston Brahmins in fashionable monochrome black-and-white.
Family-owned Pashma tailors its mainline collection of high-end scarves, wraps and knitwear specifically to airport and other travel retail settings with a range of silk cashmere prints offered at competitive retail price points. The average retail price of the core range runs from US$100 to US$500, but luxury cashmere apparel items can reach US$1,000, Pashma’s Shilu Kumar told The Moodie Report.
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A selection of Pashma’s Spring/Summer 2009 colours for scarves and wraps |
Pashma’s foray into travel retail started over six years ago with a listing at Dubai Duty Free. The assortment of scarves, wraps and knitwear made from the finest cashmere, silks and linens – coupled with its concept of offering high quality and luxurious products at fair prices – was an instant success, the company said.
Today, Dubai Duty Free is just one of Pashma’s travel retail customers, which now include Singapore Airlines, Gebr Heinemann, New York JFK Airport, Northwest Airlines, JALUX (JAL), Bahrain Duty Free, Malaysia Airlines, New Delhi (IGI) and Mumbai Airport (through DFS Group).
Spurred by its travel retail performance, Pashma is extending its presence in the travel retail market with a new listing in Lufthansa’s World Shop inflight catalogue from July 2009.
The brand will also begin retailing at London Heathrow Airport through Harrods International boutiques during the latter half of this year.
The company’s travel retail products are sold in upscale transparent window packaging.
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More Spring/Summer 2009 colours for Pashma’s extensive scarf and wrap collection |
About Pashma
Pashma says its design philosophy is “strictly driven by the use of premium noble fibres, including cashmere, silks and linens, and treating them with exotic recipes that were used by artisans of yesteryear”. These are then crafted into scarves, wraps and knitwear that aim to blend traditional craft with cutting-edge sensibilities.
Pashma’s products are manufactured in-house to guarantee quality, delivery and competitive price points. The collections are sold at renowned fashion boutiques such as Isetan, Mitsukoshi, Le Bon Marché, Henri Bendel, La Rinascente, El Corte Inglés, Fortnum & Mason and Liberty, as well as 800 premium department stores and speciality retailers worldwide.
For details, contact Casa Pashma, 117-A Central Avenue, Sainik Farms, New Delhi 110 062, India, tel: +91 11 29552158, fax: +91 11 29551580, or e-mail casa@pashmamoda.com Visit www.pashma.com
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Pashma combines art and fashion in exclusive lines – 17/07/08
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