Kewal Kiran Clothing Limited is reportedly in the final stages of discussions to acquire Kraus Jeans, a women’s western wear and denim brand. This potential acquisition aligns with Kewal Kiran’s strategy to enhance its women’s product offerings and tap into the increasing demand for denim in India. While no official agreement has been signed yet, discussions are progressing positively, according to an anonymous source close to the matter.
Kraus Jeans specializes in a broad range of women’s denim and casual western wear, offering items like t-shirts, sweaters, and shirts. The brand operates through exclusive brand outlets in India, including a store in Pune’s SGS Mall opened in September 2023. Additionally, Kraus Jeans products are available in multi-brand department stores such as Pantaloons, Shoppers Stop, Reliance Trends, and Lifestyle International. The brand has an online presence through multi-brand e-commerce platforms like Ajio and Myntra.
Kewal Kiran Clothing, already owning several denim brands such as K-Lounge, Killer, Easies by Killer, Integriti, and Lawman, sees Kraus Jeans as a fitting addition to its portfolio, addressing the need for a women-focused brand. The company’s brands are currently sold through over 330 physical stores across India, its own website, and various e-commerce platforms.
