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The East India Co. Builds Distribution

The London-based firm is expanding both its retail reach and offer for fall 2013.

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East India Company

TRAVEL GARB: The East India Co. is banking on entering around 25 new doors worldwide with its fall 2013 collection, according to owner Sanjiv Mehta. The brand, which debuted in the high-end apparel market with a capsule collection of evening gowns last season, has already sold in Harrods in London and Tsum in Moscow, as well as several stores in the Middle East, Mehta said at the presentation of its second collection.

While the brand’s first offering was centered solely on evening wear in pastel shades, the second represents an expansion, incorporating bright colors and cocktail dresses plus T-shirts and short skirts. Intricate embroidery remains a key component in the designs. “For the first collection, the lady was in England,” said Mehta. “For the second, she has gone off on her travels around the world.”