K-Lounge
Kewal Kiran Clothing · India
K-Lounge is the retail store format of Indian apparel company Kewal Kiran Clothing (KKCL). It brings together the group's menswear brands, including Killer, Lawman Pg3, Easies and Integriti, in one store across categories and age groups.
| Operator | Kewal Kiran Clothing Limited |
|---|---|
| Format | Multi-brand menswear store |
| Brands | Killer, Lawman Pg3, Easies, Integriti |
| Stores (2018) | 192 |
| Website | kewalkiran.com |
What is K-Lounge?
K-Lounge is a retail format operated by Kewal Kiran Clothing Limited (KKCL), an Indian denim and casualwear company. Rather than a single label, it is a store concept that carries the company's own brands and offers menswear across categories, age groups and locations.
Brands carried
- Killer, KKCL's leading denim brand aimed at 18 to 35 year olds
- Lawman Pg3, launched in 1998 for 18 to 25 year olds with bolder designs
- Easies, a semi-formal brand for young professionals
- Integriti, a mass brand with casual and formal styles for college-going youth
Distribution
As of 2018, KKCL reported 192 K-Lounge stores alongside 125 exclusive brand outlets, while multi-brand outlets were its largest sales channel. The company uses Brand Factory as a liquidation outlet.
Why it matters
K-Lounge shows how an Indian apparel company can group a portfolio of house brands under one store format, reaching menswear customers of different ages and budgets through a single retail footprint.
Frequently asked questions
What is K-Lounge?
K-Lounge is the retail store format of Kewal Kiran Clothing, carrying its menswear brands such as Killer, Lawman Pg3, Easies and Integriti.
Which company owns K-Lounge?
K-Lounge is operated by Kewal Kiran Clothing Limited, the Indian company behind Killer jeans.