RLL to expand into sleepwear and innerwear, boost domestic and international store count
A newly formed entity post the demerger of Raymond’s lifestyle business, Raymond Lifestyle (RLL) is set to expand into the sleepwear and innerwear segments over the next three years, according to Sunil Kataria, CEO.
Having launched its men's sleepwear range, Sleepz by Raymond, in September, the company plans to introduce a new innerwear range under the Park Avenue brand in the coming months. Positioned as mass premium, the new range will be distributed through a separate network, targeting India's top 25,000 innerwear outlets over the next 18 months.
RLL also plans to establish Sleepz by Raymond as a national brand, offering high-quality, affordable products. The brand offers t-shirts and boxers for Rs 500 each, while kurta pyjama sets are priced at Rs 950. The company plans to set up a dedicated distribution network to small outlets across India for the sleepwear range, which it hopes will contribute Rs 500 to Rs 700 crore to its overall revenues by FY2027.
Raymond is also expanding its ethnic wear business by increasing the storecount of its brand Ethnix by Raymond from the current 120 to 350-400 by 2027, targeting a 7 per cent share of the weddingwear market.
Besides, Raymond is revitalising its other branded apparel lines, including Color Plus, Park Avenue, Parx, and Ethnix by Raymond, which are sold through 400 EBOs and 1,050 The Raymond Shops (TRS), 75 per cent of which are franchise-owned. The brand plans to increase its Raymond Ready to Wear stores from 100 to 250 over the next three years while maintaining the same franchise-to-owned store ratio. The Park Avenue brand will be transformed by blending formal and casual wear, with innovations like Flextech stretchable trousers and Fearless fabric shirts.
Raymond is also modernising its stores, with the first redesigned outlet to be launched in Jaipur. While focusing on sleepwear, innerwear, and ethnic wear, the company is deprioritising its home products division, which includes bed and bath linens under the Raymond Home brand.
Looking ahead, Raymond plans to add 800-900 new outlets across its brand portfolio and expand further in international markets, particularly in the Gulf Cooperation Council (GCC) region, including Saudi Arabia and the UAE.
