Footwear major Liberty sets foot in the lifestyle segment

Leading Indian footwear brand Liberty Shoes Limited recently announced its foray into lifestyle retail and unveiled its new business venture, Liberty Lifestyle. The brand has taken a step forward to widen its portfolio and establish itself as a complete lifestyle brand.

Riding on India’s growing demand for fragrances, Liberty Lifestyle launched its first range of perfumes, commencing its entry into the segment. With the launch of the new line of fragrances, Liberty Lifestyle will not only tap into the increasing demand for premium perfumes by the Indian customers, but also aim to differentiate the brand from other mass-market competitors.

Adesh Kumar Gupta, CEO, Liberty Shoes Limited, said, “The fragrance segment currently occupies 5% share of the total lifestyle market in India giving us a huge window for growth. We aim to establish the brand as the most preferred and recognised luxury perfume brands by 2020. Also, we are hoping to get a tremendous response from the millennial and are targeting sales of over 2 lakh bottles by the end of next year. This launch is only the beginning for us and we are also looking at expanding our product portfolio by the end of next year.”

The new EDP (Eau de Parfum) collection consists of twelve fragrances for men and women. In addition to this, the brand will also offer an after shave for men and the entire product range will be available at select Liberty outlets across the country from mid-October onwards and at multiple leading e-commerce platforms and leading retail outlets soon after. Further to this, Liberty Lifestyle is also setting up an e-commerce website.   

Gupta further added, “We want to establish a brand that is for confident yet rooted young millennial. Our thought behind this launch was not just restricted to increasing the turnover but also steering shoppers from smaller cities by giving them access to a classy range of fragrances at affordable prices and expanding our footprints further.”