In the retail space that is flooded with blindingly glittery over-the-top products, the premium Swiss brandde Sede has launched its elegant first line of bags and accessories in India. de Sede of Switzerland is well known for its high-end handcrafted leather furniture. The launch in New Delhi was held at the Embassy of Switzerland, where H.E. Dr. Andreas Baum – Ambassador of Switzerland to India and Bhutan and Monika Walser, CEO, de Sede Switzerland, hosted the celebratory unveiling before an appreciative audience. The various models of the handbags were also on display at the venue. Each of the models was an epitome of understated style and elegance, and design. The trademark single fold of the leather, embossed logo of the brand, sans any gold and silver metallic chains and embellishments, the entire line was a refreshing treat. Most expensive, and perhaps the blingiest by de Sede standards, was the lovely special edition DS-Angel Clutch embedded with diamonds. Beyond the element of style and quality was the utility factor for the bags, wherein the women’s bags were thoughtfully lined in neon yellow colours to enable easy visibility. The interior for men’s bags were toned down with electric blue lining.
Especially for India, de Sede has collaborated with designer Varun Bahl, who has designeda special capsule of handbags, which included a ‘potli’ bag, keeping in the mind the high-bling and big budget North Indian weddings.
In a personal interaction at the venue with Neelima Agrawal of The Luxury Chronicle, Monika Walser, CEO, de Sede Switzerland spoke about the marketing strategy of the brand. She said, “Design and quality remains super important to us.We have to really understand and decide, and be selective about our customers. It is tempting at times, to open up, sell to more people, and have a big turnover all of a sudden. However, that never lasts for long and you ruin the brand. Therefore we need to really establish what the right cities to go in are and how we want to market it, who is the right customer.”
n a scenario where the retailers across segments are jostling for attention indiscriminately, and chasing bigger sales in the next quarter, Monika Walser’s words were music to the ears. She said, “Our goal is long-term, that in another 50 years next two generations are proud of what we have done today. If you want to be sure this is going to happen then you need to be very careful in how you announce the brand and where do you sell it, which are the right stores, which are the customers you choose. There were moments and times I almost said to some customers that I am going to pay you to give the sofa back because it was bad publicity for the brand. To build a brand it takes 10 years, but to ruin the brand it takes 10 seconds.”
She further clarified the difference between the wording Luxury and Premium. “We like to call our self a Premium brand. A premium brand is quality and style and not stylish. Luxury for us is all bling bling and stylish.” Replying to the query about whether de Sede would change its understated design to cater to a new market, she emphatically said ‘No’.
Commenting on the launch Monika Walser said, “India today is seen as one of the most promising, emerging markets in the world. It is probably the right time to be in India and be a part of the India growth story. But even more important is to find the right people, who appreciate our quality and design. Therefore, we only enter in a market when we find dedicated people. So we launched our furniture in India few years back and have seen an excellent response and we are very confident that the handbag collection will also be well received and appreciated in India.”
Today, de Sede presents itself as a leading manufacturer of exclusive upholstered furniture and leather accessories. Out of the original small workshop, the company has emerged that employs over 110 people and distributes furniture in more than 69 countries, including the United States and Russia, the GCC countries, and even emerging markets such as China.
de Sede handbags and accessories will be available in India at de Sede stores and Luxury boutique stores across India along with online luxury platforms like Tata Cliq Luxury and Elitify. The collection will be priced at a range starting at INR 8,900 to INR 3 crores for limited edition bags.
About de Sede:de Sede AG is owned by the Volare Group AG Switzerland and Monika Walser. In addition to the global de Sede brand, the manufactory in Klingnau also produces furniture for the FSM brand. Nearly 110 people work for de Sede Switzerland around the world. deSede AG manufactures more than 11,500 pieces of furniture each year, of which 70% is exported and distributed in over 69 countries. On a production area of 11,000 m2, de Sede AG processes around 70,000 m2 of top-quality leather each year and presents you 107 current models and 13 handbags and accessories models.