HIDESIGN BOUTIQUE

There are many exporters and manufacturers of leather goods, but what sets Hidesign apart, is the fact that it is a global brand of Indian origin.  Dilip Kapur's passion to be an individualist is what set Hidesign on the path to international branding.

Occupying pride of place along with leading international brands in leather boutiques the world over, Hidesign is most famous for its men's briefcases. This Pondicherry-based, leather goods maker recently unveiled their latest showroom in Chennai along with the world's biggest bag, which was manufactured by them. 

Started in 1978 as a one-man artisan workshop for leather bags and jackets, it was only very recently that they have started giving importance to marketing strategy and brand building.  Today, Hidesign sells leather bags and garments under its own name in Australia, Greece, India, New Zealand, Scandinavia, Slovakia, South Africa, the United Kingdom, and the United States.  Though the company was looking at India as a niche market a few years back, the income from the Indian market totals just 10% of its revenue.  Thus began the journey to rework the company's retailing strategy in India. 

The change is from a 'rebel' image to a more 'slicker and sophisticated' image to suit the target customer.  Hidesign's ideal customer profile is a successful, upwardly mobile, young-at-heart with a strong sense of independence, between 20 and 50 years of age, belonging to high-income household, travels frequently, looks for quality products with lasting value and looks that are casually fashionable and has a strong commitment to nature and ecology.

Having set up a dozen stores across major cities in India, Hidesign has also gone in for a change in the décor of its store interiors.  The new store interiors designed by Irish interior designer Hillaire O'Loughlin are a sea change from the old rugged look. 

Hidesign's success also has to be attributed to its concept of crafting leather in the traditional and almost forgotten way of vegetable tanning and hand dyeing.  The natural gloss and smooth finish that one associates with any Hidesign product is the result of the hides being individually rubbed with oils and allowed to age before being polished with stone rollers.

Says a store assistant at Hidesign's latest boutique at the Ispahani Centre in Chennai, "Our bags are more than just stitched.  Each product is put together by several workers and goes through several time consuming and critical steps, at the end of which we have a world-class product for our customer.   Double stitching all gussets, folding or binding edges to strengthen the bag and to prevent wear and tear, attention to small details such as knotting and matting down all stitching ends is what sets us apart from the rest and gives our product its uniqueness".

Initially, Hidesign used zinc alloy buckles and fittings, electroplated in brass colour.  This however was very brittle for Hidesign heavy leather. Then they decided to change over to using only solid brass fittings, which not only were stronger but also gave Hidesign bags a rugged and distinctive natural look. Not able to find any suppliers who could supply the quality and quantity, they opened their own buckle factory where more than 40 workers sand cast each item in fine river sand and take it through eight stages of hand polishing.

Hidesign which has always been at the forefront of innovation offers a new collection twice a year, in a constant effort to bring the best in terms of quality and choice to its customers.

Hidesign bags are available in three styles - Fabric and leather, Classics and Casuals with a wide variety of options to choose from, in each of the styles. As far as leather garments go, Hidesign garments reflect the latest fashion tendencies. They have several heavy natural leathers ideal for winter wear, with the vegetable tanned country leather and the oil tanned ranch leather being the most popular.

'Small is beautiful'. Hidesign is not to be outdone when it comes to small leather goods either. Organisers, diaries, address books, notebooks and conference folders are all available in ranch and classic leathers, packed in cloth bags and in natural brown coloured Hidesign boxes. Hidesign belts can be a pleasure to wear - casual belts made from heavy oil tanned belting leather with solid brass buckles in natural brass or pewter finish.

Address: Hidesign Boutique, Ispahani Center, 123 / 124, Nungambakkam High Road, Chennai - 600 034.
Phone: 821 3111

Related Links

A Feature on the World's Biggest Bag from Hidesign