The birth of Lavie in 2010 was no accident. The parent, Bagzone Lifestyle Pvt Ltd, wanted to craft a brand that would appeal to new-age consumers. The sister of Samsonite, Lavie grew by over 52 percent, and nearly 100 percent in the financial year 2021-22! The brain behind the brand Ayush Tainwala, CEO of Bagzone Lifestyle Pvt Ltd had addressed the gap in the Indian market for fashionable, high-quality, and affordable bags.

“We are committed to sustaining our growth by up to 50 percent for the current year. As a brand, we firmly believe that we have made the right choices in terms of products and sales channels to achieve this goal,” explained Tainwala.

Online-Offline Play

The brand predominantly operates online but also has a significant offline presence. Apart from its own website, Lavie products are available on e-commerce portals like Myntra, Amazon, and Flipkart. Its current offline distribution includes exclusive brand outlets, multi-brand retail stores, and department stores. Today, the brand has 50 outlets - 17 owned by the brand and 36 exclusive franchised stores PAN India.

Presently, Lavie has a strong presence in over 25 towns and cities, with a focus on major markets like Mumbai, Pune, Bangalore, and Delhi NCR. “Demographically, we are currently planning to expand into several new cities in Tier II and III regions in the coming months. We believe that this is where the growth of the Indian market is going to emerge from. Ten more franchises are opening in Tier II cities soon,” he stated.

Brand Bouquet

Lavie offers various categories, including handbags, slings, wallets, clutches, backpacks, duffels, and gym bags, for both men and women. Recently, Lavie World launched ‘Lavie Luxe’, a luxury brand, aimed at the younger demographic including the millennials and Gen-Z. The Lavie Luxe brand features an array of luxury handbags.

“We plan to launch over 200 new products in 2023,” asserted Tainwala.

Tech & Innovation

The brand has introduced several technological innovations in the past year to attract more consumers. These include:

AR Shopping: Offering an augmented reality experience for users to virtually try on bags and accessories before purchasing.

Enhanced Online Shopping Experience: Improving e-commerce platform for a seamless and user-friendly online shopping experience.

Future Plans

The brand is looking at expanding to hypermarkets and general trade and planning to expand sales on its own website. “We will also open more than 500 EBOs in the next 3-4 years,” noted Tainwala.

Additionally, Lavie is investing Rs 100 crore to double manufacturing and warehouse capability. “This year, we are about Rs 500 crore of customer value, and we aim to do at least 60 percent revenue growth in the coming year,” he concluded.