What you see - Brand Factory
(via Food World on the first floor of Lumbini Jewel Mall in Banjara Hills), looks like an export house. With clothes hanging, piled and dumped in every corner of the store, you wonder where to make a dig first. Prominent placards that read ‘Buy 1, get 1 free’ and ‘40% off’ make it all too good to be resisted. If you are looking for something very specific, it is a good idea to ask for help from the shopping assistant or you could end up wasting a lot of time hunting around.
What you get -
The first floor of this shop in Hyderabad has women’s ethnic wear on display. With brands like Rangmanch, Trishaa, Srishti, Neeru’s, Isvarah and many more displayed with cool discounts ranging anywhere between 20 and 40 per cent, it is indeed a difficult call to take. Plenty of colorful long and short cotton kurtas
(Rs. 300 onwards), tights, printed patiala salwars and dupattas dot this section, which is a haven for mix-n-match fans. You can also find cotton and synthetic sarees (Rs. 300 onwards) in addition to dress material and long skirts (Rs. 700 onwards) here.
From the costume jewelry section, you can pick up some ethnic as well as contemporary jewelry to match your new purchase. Bags are quite economical, but fairly low on exclusivity. Skin care range of Lotus, Biotique and VLCC is also available. You can also find the complete eyewear range of Fastrack. The children’s section, also on the same floor is well-stocked and displays casual and party wear skirts
, dungarees, shorts
, frocks and T-shirts
in very bright, eye-catching colors. Popular brands like Catmoss, Zapp and Gini & Jony are available at cool discounts.
The steps that lead to the next level at Brand Factory have a very inviting display of Vega bath and grooming accessories. The floor has a very extensive sports range as well. This section is a must visit for sports enthusiasts as it stocks dumbbells, skates, yoga mats, cricket kits, badminton and tennis racquets and packs of shuttles and tennis balls. The Footwear Factory, also on this floor is a separate section that stocks men’s and women’s footwear
brands like Liberty, Red Tape, Valencia, ID, Lee Cooper etc. The men’s range is definitely better than the women’s range as the latter it is very plain and lacks on style. Dr. Scholl’s foot care products are also available. The second floor also has on display discounted formal and casual western wear for women from leading brands such as AND, Honey, Van Heusen , Allen Solly, Jealous, Wills Clublife, Scullers, Anabelle, ALL etc. The jeans section displays brands like Levi’s, Lee Cooper, Pepe, Wrangler, Killer, Vibe and UMM. You will definitely need assistance here as the men’s and women’s stock is very mixed up. Limited merchandise of sports shoes and sportswear from brands like Nike, Adidas, Puma and Converse is also available.
Moving on to the men’s section on the third floor, you will find a mix of formal and informal garments. Popular brands such as Provogue, Allen Solly, Arrow, Scullers, Peter England and many more are available here. Plenty of casual shirts in trendy checks and stripes adorn the racks. The variety of lounge suits and jackets is quite overwhelming and is unbelievably discounted. Also, there is a small ethnic menswear section here with kurtas and sherwanis. Accessories like wallets and belts are also available. The third floor also displays a range of luggage (American Tourister and VIP), cell phones and electronic items including fridge, television, washing machine, music system, air conditioner and juicer-mixer-grinder from brands like LG, Sony, Samsung etc.
Our verdict –
To do justice to Brand Factory, you need to spend at least a couple of hours here. The stock is quite messed up and it takes a while to figure what you are looking for. The store might not have the latest designs and patterns of the various brands it stocks, but the cool discounts and buy one get one free offer make up for it. There are trial rooms strategically located all over the store. You must examine the merchandise for broken buttons and ripped seams before making the payment. Minor alterations can be done. Customer support could improve (language issue). Parking space is available.
Anytime between –
12 PM – 9.30 PM
By N Arora