German high-end brands Hugo Boss and Adidas will directly buy garments from Bangladesh for the first time, said the owner of a leading apparel company.
David Hasanat, chairman of Viyellatex Group, said his company intends to start producing goods under both the brands next year.
"We started imparting training to our workers to raise their skills, to cater to such prestigious brands," he said.
Hasanat said some directors and the head of purchase for Hugo Boss visited Viyellatex, prior to placing orders. "We will mainly supply T-shirts, polo shirts and basic shirts to the two brands."
Hasanat said Bangladesh would be able to sell garment products worth at least $100 million to the two brands within the next two years.
"Several mid-level brands will no longer question the image and performance of Bangladesh again, after the entry of such highly prestigious brands."
The retail price of a regular Hugo Boss shirt starts at $150 and a T-shirt at $100, where other brands retail for around $40-$50 a piece, he said.
Currently, Hugo Boss buys garment items from Thailand in the region.
Viyellatex Group supplies garment products to Wal-Mart, Puma, G-Star, Marks and Spencer, Esprit and s. Oliver, he said.
He said renowned brands are coming to Bangladesh because of its ability to supply quality garment items at cheaper prices than other competing countries. Orders are also shifting to Bangladesh from China because of the latter's high cost of production and a shortage of workers in the apparels industry, he added.
Hugo Boss is represented in the world of fashion by 'BOSS' and 'HUGO'. The Boss brand was first introduced as a classical men's business wear line in the 1970s, while Hugo that was launched in 1993 adds unconventional accents and uniquely different styles.
These fashion lines are aimed at various target groups, creating a world of extraordinary fashion diversity, at a constantly high level of quality.
The Boss Black, Boss Selection, Boss Orange and Boss Green lines, as well as the accompanying accessory collections, are all part of the core Boss brand.
In addition, other licensed products, such as fragrances, cosmetics, watches, and eyewear, complete the Hugo Boss product range.
Hugo Boss products can be purchased at 6,100 outlets in more than 110 countries. Up to the last fiscal year, the number of its own retail stores amounted to 364. The number of stores operated via franchisees amounts to approximately 1,050.
Established as a brand in 1948 in Germany, Adidas runs 22 stores in the US, and 398 stores in the rest of the world.
Several global retail brands have opened offices in Dhaka in recent times to directly source clothing items.
After China, the world's largest supplier of apparels, Bangladesh, emerges as a lucrative place for renowned retailers, like US giant Wal-Mart, JC Penny, Zara, Tesco, IKEA, Marks and Spencer, H&M, Uniqlo, Li & Fung and s. Oliver.
