Arvind Fashions, led by MD & CEO Shailesh Chaturvedi, is aiming to double its denim wear brand Flying Machine’s revenue from Rs 500 crore to Rs 1,000 crore in the coming years. Driven by a sharpened focus on Gen Z and Millennials, the brand aims to meet shifting consumer demand through a robust expansion in trendy product offerings and retail reach.
In an interview with ETRetail, Chaturvedi said, Flying Machine is expanding its footprint by launching new products inspired by Korean and Japanese styles and collaborating with internet personality Orry to tap into younger demographics.
The brand plans to double its store count and increase online presence, anticipating digital sales to grow from 25 per cent to nearly 30 per cent of total revenue by targeting both urban centers and small towns. Edited Excerpts:
Q: Can you elaborate on your current expansion plans, both in terms of product portfolio and market reach?
Flying Machine is expanding its product portfolio to cater to the preferences of Gen Z and Millennials, with a focus on trends such as looser fits, baggy styles, cargos, and oversized minimalist tees, influenced by Korean and Japanese fashion. A recent example is our collaboration with Orry, which introduces pieces like baggy shirts, trendy jeans, and innovative “jorts” (jeans + shorts).
For market reach, we plan to double our store count in the next few years, focusing initially on metro cities while expanding online reach to smaller towns. Currently, young adults make up around 35 per cent of our consumer base, but our goal is to increase this to at least 50 per cent by attracting more Gen Z and Millennial shoppers.
Q: What role does the collaboration with Orry play in your expansion strategy?
Orry’s collaboration is pivotal for Flying Machine’s expansion. His influence on social media and keen sense of style resonate with our Gen Z and Millennial consumers, helping us strengthen our brand appeal and access new markets. The Orry X Flying Machine collection combines our denim heritage with contemporary trends, making Flying Machine a trendsetter in youth fashion.
After trimming down distribution last year, we now have over 100 Flying Machine mono-brand stores. With Orry’s impact, we aim to double our store footprint in three years, focusing initially on top cities and accelerating online distribution to reach smaller towns. We anticipate online sales to grow from 25 per cent to nearly 30 per cent of our total in the next three years.
Q: How has your product strategy evolved, and where will you focus for future growth?
We’ve tailored our product strategy to meet Gen Z’s preference for streetwear-inspired fashion that prioritizes comfort and individuality. Flying Machine aims to offer styles that allow young consumers to express themselves confidently and stand out on social media.
The Orry collection marks our commitment to expanding Gen Z-focused categories like baggy jeans, cargos, oversized tees, and shirts, which we expect to make up over 50 per cent of our product mix. While we’ll continue to introduce seasonal items like winterwear and summer shirts, categories like jorts will now be year-round. Our growth will focus on delivering the right products through exclusive stores and online channels.
Q: How has consumer sentiment been so far, and what are your expectations for the festive season?
The response to Flying Machine’s rebranding and new offerings has been very encouraging, with a strong influx of new customers and positive feedback on our refreshed lineup. Despite the muted market sentiment, our differentiated products—especially the Orry collections—have resonated with Gen Z. Analysis shows these items are popular online, frequently appearing in customers’ carts. We’re entering the festive season with a robust uptick across the brand, particularly in the Orry collections, which has kept Flying Machine top-of-mind among young consumers.
Q: What kind of sales and demand uptick do you expect this quarter? Any comparisons to last year?
We expect a substantial increase in sales and demand this quarter, projecting a growth rate that outpaces last year’s figures. Our renewed focus on attracting Gen Z and Millennials, combined with innovative marketing, positions us well to meet our goal of doubling our revenue from Rs 500 crore to Rs 1,000 crore in the next few years. While exact numbers are still being analyzed, the momentum we’ve seen so far is promising.
