Karan Singh, the Director and CEO of Aristobrat, is a man on a mission to revolutionize how Indian men approach fashion. His brand, Aristobrat, is a rising star in the slow fashion movement, offering minimalist yet chic wardrobe options that prioritize quality, timelessness, and individuality. In an exclusive interview with MediaCatalyst, Karan shares the inspiring journey of Aristobrat, from its inception amidst the elegant streets of Europe to the grand opening of its flagship store in Bangalore.
Q: Can you share the initial inspiration or idea that led to the creation of Aristobrat? What specific gap did you see in the men’s fashion market that Aristobrat aimed to fill?
Karan Singh: Aristobrat was founded in 2019 by Karan Singh, inspired by his extensive travels across Europe. During these travels, Karan developed a deep admiration for the elegance and sophistication of European fashion. He saw an opportunity to bring this refined style to the Indian men’s fashion landscape, which lacked options for timeless, high-quality, and sophisticated clothing at an affordable price.
Determined to redefine Indian menswear, Karan set out to create a brand that empowers men to make bold and confident fashion choices. Aristobrat focuses on offering timeless, functional clothing that emphasizes quality and purpose over passing trends, encouraging men to express their individuality with confidence and style.
Q: What were some of the initial hurdles you faced in establishing Aristobrat? Could you highlight a few early milestones or successes that set the brand on its current trajectory?
Karan Singh: When we first launched Aristobrat, the biggest challenge was our limited capital. We couldn’t produce large quantities, which meant high-quality manufacturers wouldn’t take our orders. To solve this, we used a method called “factoring.” We partnered with a private investor who bought our inventory. The manufacturers got paid within 30 days, and we had six months to repay the investor with a 10% margin on the products. This allowed us to accumulate funds without giving away any equity. After 1.5 years, we had enough working capital to become self-sufficient and financially independent. This approach made both our manufacturers and investors happy and set us up for stable growth.
Q: How would you define Aristobrat’s ‘affordable luxury’ approach?
Karan Singh: Aristobrat’s ‘affordable luxury’ approach is centered around creating everyday clothing that adds value rather than clutter. We redefine basic essentials by incorporating enhancements that offer both form and function. Further, our commitment to excellence ensures that every piece embodies timeless elegance and superior quality. By adhering to rigorous quality processes and audit guidelines, we guarantee that our discerning customers receive only the finest in fashion. What sets us apart is our ability to provide these high-quality, meticulously crafted garments at accessible price points, making luxury fashion attainable for a broader audience.
Q: How do you ensure that the brand stays relevant and resonates with today’s consumers?
Karan Singh: Ensuring the brand stays relevant and resonates with today’s consumers involves several key strategies. Firstly, we focus on building a timeless capsule wardrobe with essential pieces that can be styled for various occasions, ensuring versatility and longevity. We also maintain a personal touch by including literature with every product package, such as a note from our CEO, the brand story, and garment care instructions, which helps connect with customers on a deeper level.
Q: What prompted the decision to open a flagship store in Bangalore? How will this brick-and-mortar presence complement your successful D2C model?
Karan Singh: As a D2C brand, we have maintained a direct connection with our customers, gaining valuable insights into their preferences and needs. This direct feedback loop has been crucial for our growth, allowing us to quickly adapt to customer demands. Therefore, Aristobrat’s decision to open a flagship store in Bangalore was driven by our desire to connect more deeply with our customers and provide them the opportunity to experience our products firsthand. This step enhances the overall shopping experience, making it a natural progression for us. Moreover, our retail store will complement our successful D2C model by reaching a broader audience and reinforcing our commitment to offering high-quality, timeless fashion.
The launch in Bangalore marks the beginning of our retail expansion, followed by stores in Hyderabad, where we’ve seen high average order values, and Mumbai, which consistently delivers significant sales volume. These cities are pivotal in our strategy to strengthen our presence across India.
Q: What can customers expect from the shopping experience at the new store? Will there be any exclusive offerings or services available at the flagship?
Karan Singh: At our new store, customers can expect a one-of-a-kind shopping experience designed to go beyond the ordinary. We’re excited to offer some exclusive range of products that will only be available in-store. One of the standout features is our fabric bar, a dedicated display where customers can explore and feel the luxurious, high-quality fabrics that set our collection apart. This tactile experience allows you to appreciate the craftsmanship and uniqueness of each fabric up close. To elevate the shopping experience further, our in-store personal shopping assistants are available to provide expert guidance. Whether you’re looking to create a complete look or select individual pieces, they’ll help you style your outfits with confidence, ensuring you leave with a wardrobe that perfectly suits your taste and needs.
Q: Aristobrat has achieved remarkable growth in a short span. What factors do you attribute this success to? How do you plan to sustain this growth momentum?
Karan Singh: Aristobrat’s growth can be attributed to our unwavering commitment to quality and our focus on creating timeless clothing. In an age dominated by fast fashion, we prioritize authenticity and long-term sustainability. By focusing on comfort, functionality, and style, we promote a sophisticated approach that prioritizes quality over quantity.
And therefore, to sustain this growth momentum, we envision becoming a leading name in the affordable luxury fashion segment within the next 5-6 years. We plan to expand our footprint significantly, opening additional retail stores in major cities across India. Our focus remains on delivering timeless, high-quality fashion that resonates with our target demographics.
