Bangalore: Louis Philippe, the premium formal wear brand from the Madura Garments stable is adding a sub-brand to its line, christened Lp, to tap the younger men''s segment.

Lp targets urban youth in the 20-30 age band, and is designed with slimmer fits, more colours and details appealing to the younger consumer, according to Vishak Kumar, chief operating officer of Louis Philippe. The Lp range will offer work-wear that can double up as party wear.

However, there will be no dilution in the brand''s pricing, which will stay in the range of Rs1,299 - Rs1,899. Additionally, the Lp line will also have knits, jackets and suits.

Kumar says that the Bangalore store, which opened on Friday, was the first for the Lp brand. The company is looking at a presence across 60 doors, which will include nine exclusive brand outlets, and a select few shop-in-shop formats, in addition to Planet Fashion outlets. It plans a rapid ramp-up of its presence in a six-week time frame, across cities such as Chennai, Delhi, Mumbai and Pune. From nine, the number of exclusive brand outlets will grow to about 30 in a span of around two years, according to Kumar.

Madura Garments has other premium menswear brands in its stable, including popular favourites Allen Solly and Van Heusen. The company has been consistently expanding its brand offering, having launched V, and Van Heusen Woman recently.

Next on the agenda, according to Ashish Dikshit, president of Madura Garments'' lifestyle and retail arm, is a possible brand extension by Allen Solly, to better service a younger clientele below the 26-year mark.