State Minister of Defense, Premitha Bandara Tennakoon was the chief guest at the launch attended by the local apparel buyers and suppliers.
The creator of Reigns, Amila Sudesh said that their prime objective is to export Sri Lankan apparels first to the Gulf countries and then extend to other countries. “Our first shipment is now ready and it will be exported to the United Arab Emirates at the end of the month.”
He said they have also appointed a local agent, Aishwarya Senaratne in Dubai to undertake the distribution network. “She holds an Export and local distribution license from UAE granting her the opportunity to export to the Gulf and 60 other countries including the EU.”
He said that initially he will focus on the men’s linen shirts and t-shirts and move towards the making of men’s underwear to international standards. “We will then follow this up with baby items and and hats.”
With plans to introduce ladies items he said it would be done on an ‘order basis’ as the range is very diverse. “We hope to start by taking orders from the Sri Lankan women Diaspora and initially will focus on batik material as it will help the local batik industry to some extent.” His wife Anushka Priyadharshani will handle this segment.
Explaining his mode of operandi he said that he designs the apparel and then gets it out sourced from various local buyers creating more employment opportunities. “Currently we have around 20 such suppliers and when the product portfolio is extended we would create more jobs locally.”
Sudesh also said that they do not have immediate plans to open a store in Sri Lanka nor actively engage in online sales. “However as there are numerous local requests for products we hope to open a showroom in Kandy towards the end of the year targeting both foreigners and locals.”
Sudesh also stated that they would also be introducing their branded Reigns products for local department stores towards the end of the year.
A former Regional Marketing Manager of Lak Pohora, said that M. S. P. Fashions have invested around Rs. 3 million for their operation so far and would invest a further Rs. 6 million for expansion.
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