Paragon launches lifestyle Label Eeken, targets the youth

Footwear company Paragon Footwear has launched its athleisure and lifestyle brand Eeken, for the young, fun and active Gen Z audience. Brand Eeken is created with the intention of injecting moments of unadulterated cool into the daily lives, routines and fashion of young and energetic consumer by offering a range of lifestyle sneakers that are accessible, durable and attuned to ‘weekend life’.

 The name ‘Eeken’ comes, quite literally, from the middle of the ‘weekend’. Eeken range will focus on shoes (lifestyle, canvas and athleisure); sandals and flip-flop segments, which are designed in London UK and made in India.

The Eeken range will have over 80 unique shoe designs in the first phase. Over the next quarter, the consumers will have the option of picking from open footwear, including flip-flops and sandals. The price range of the segment is from Rs 999 to Rs 2999.

In next three years, the company plans to target Rs 500 crore from the brand.

Sachin Joseph, EVP Marketing, Eeken and Information Technology, Paragon Footwear, said, “India is the fastest growing market for athleisure and sportswear. We are thrilled to bring our top-of-the-line offering to our loyal consumer who are young, ambitious and always on the move. The Eeken range will please discerning audience across age groups. Paragon is renowned for quality, durability and value for money among its consumers. With Eeken we will push the envelope for design and style in the athleisure and lifestyle segment. Eeken products will be designed in London and to suit the taste of fashion-conscious men and women.”

“Youngsters today are opting for sporty looks and this trend is driving the growth of athleisure market. Eeken will operate in the mid-priced segment but in the affordable lifestyle segment. We are coming up with 80 designs to suit the aspirations and need of 18-25 years age group across middle-class income households. Our offering is designed to please,” said Joseph Zachariah, Director Sales and Marketing, Paragon Footwear at the conference.

During the first phase of Eeken launch, the company will enter markets such as Mumbai, Pune, Nagpur, Nasik, Ahmedabad, Hyderabad and Bangalore and the second phase expansion will cover other metros and cosmopolitan cities throughout the country. Paragon Footwear’s key strength is its widely spread dealer and distributor network. The company boasts of brand presence through 2.5 lakh retailers nationwide. 

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