Apparel, Fashion & Retail | Fashion | News & Insights


Published: August 6, 2022


It’s an exciting initiative by Smartext , authorized distributor of The LYCRA Company for India region to launch their private garment label BSmarT™. As the name suggests it’s a range of innovative garments made with LY-CRA® fiber and other innovations of The LYCRA Company. BSmarT™ range will be sold online as well as from Smartext’s unique consumer experience store recently opened in North of Bangalore where customers can touch, feel and buy these garments from the wide range.

This is a 1000 sq, ft. store with European styled infrastructure. The store also has many interactive tools to share the knowledge of science behind the clothing with a common consumer. Some of the unique features are smartly designed textile lab, enabling consumer to have hands-on experience on product performance like flexibility, stretch, toughness & sweat absorption. Store also has video displays, posters with relevant information and has a well-trained sales staffs for educating customers on various textile aspects

BSmarT™ promoters took this initiative to educate & share knowledge of their long professional career in textiles. Their mission of – ‘Empowering their customers with knowledge of basic science behind the fabric & garments to get the best possible benefit of their spends & to make them really feel Smart and delighted. Hence creating brand loyalty & lifelong value for them.

With an aim of reaching PAN INDIA , promoters launched a dedicated E-store on 7th June at Bangalore with a colorful event attended by many industry leaders and The LYCRA Company representatives. Similar to consumer experience store, BSmarT™ E-store also has various sections for buying, gaining knowledge and sharing feedback.

On the occasion of launch of e-commerce portal and experience store, Fabrizio Maggi, The LYCRA Company’s Apparel Commercial Director for South Asia and EMEA Distribution, shared his views on this unique initiative by SmarText solutions.

“Smartext is a part of our extended team here in India & one of the key contacts for our customers. On the questions of focus and growth in Indian market he said “The vision of The LYCRA Company for Indian market is increasingly more focus on domestic market and continue to invest here to increase our visibility & enhance brand equity.

– LYCRA® brand is well recognized by the textile industry, they connect it with better stretch, comfort, durability and high performance. He further added, “We work with entire value chain from fiber to fashion which helps us take feedback from all and come out with compelling technologies which address the need gap.

On communication strategy , he said “ We focus on both B2B and B2B2C depending upon type of our customer and objective of the activity and has increased our presence on social media while continuing to work with trade magazines to amplify our communication .

“Effective communication to the end onsumers is key whether online or offline because the consumers should be aware of what they are going to buy. We are working together with retailers and brands to train their sales force on consumer benefits of garments made with our technologies

On the sidelines of this gala event , an award ceremony was organized to recognize the efforts of some of the industry veterans in the field of textiles and support they have extended to promote the LYCRA® fiber and other innovations to their customers .

LYCRA® is a trademark of the Lycra Company

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