Birla Cellulose To Open Design Studio In New York

Birla Cellulose, Aditya Birla Group's umbrella brand for its range of cellulosic fibres will open a design studio this month in New York to connect with international fashion brands.

Birla Cellulose, President - Marketing, Manohar Samuel, said “Besides, the company also has plans to open studios at other international destinations such as London and Hong Kong for its collections. We are launching a design studio at the 7th Avenue in New York which is known as the garment district, it is the most premium location in New York. We are launching the studio in November this year, then our seasonal collections will be available for global brands. We see around 15 kiosks in the coming years and about 6 studios in the country as of now. Four studios in India, Jaipur and Bengaluru for sure. Noida is already present and Tirupura is almost ready. Company is also planning to set up studios in Europe and Hong Kong”.

LAPF has samples of Viscose, Modal and Excel with technical specifications and a variety of woven, knitted, and flat knitted fabrics on display under Liva, the fabric brand of Birla Cellulose.

Birla Cellulose is opening one LAPF studio at Tripura to cater the Southern textiles hub and has plans to be present at major centres like Jaipur and Bangalore.

Company is also looking at adding more kiosks in its network, which consists of co-branded design fabricated studios. These are operated in collaboration with local partners.

Birla Cellulose is the Pulp and fibre business of Aditya Birla Group under Grasim. It has four units in India and fibre units in Thailand, Indonesia and China.