Trent, owned by Tata, has launched a new ethnicwear brand Samoh. The Samoh debuts with its first-ever store in Lucknow and will cater to people who appreciate luxurious and modern take on cherished designs and motifs from the Indian hinterland.
Trent operates Westside, Trent Hypermarket, Landmark Stores and Zudio.
The new brand will help Trent to compete with Manyavar, Reliance and Aditya Birla in the ethnicwear space.
Noel Tata, Chairman of Trent Ltd said, “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.”
Ethnicwear is a growing segment for organised retailers and also finds acceptance among younger consumers as well.
Aditya Birla Fashion & Retail Ltd has also acquired two designer-owned companies – a 51 per cent stake in Sabyasachi Couture, the company founded by fashion designer Sabyasachi Mukherjee and Finesse International Design, which sells bespoke apparel retail brand Shantanu & Nikhil.
