This weekend was huge for Chennai-head headquartered Go Fashion (India) Ltd, following the launch of its first international outlet at Silicon Central Mall in Dubai. For this, the owner of India-based women’s bottomwear brand ‘Go Colors’ collaborated with the UAE’s retail conglomerate Apparel Group.
The brand, which boasts a loyal following among its customers, made ₹848 crore in revenue from operations in the last fiscal year.
‘Go Colors’, with its extensive collection of ‘pocket-friendly’ bottom wear, from pants to pyjamas and leggings, offered a massive range of colours in their apparel in India, jettisoning them to a network of more than 770 exclusive brand stores across India. The brand is also present in at least 2000 large-format stores.
In India, the average selling price for the brand in FY2025 stood at ₹769 apiece, and it sold more than 71 per cent of its inventory from its exclusive brand stores, Go Fashion (India)—listed in the Indian equity markets, posted in a regulatory filing earlier this year.
But the real highlight of ‘Go Colors’ is that, in a country where discounts and flash sales are the norm, they sold more than 95 per cent of their stock at full price. In Dubai, this ‘accommodative’ pricing strategy could continue to work for the brand.
“We have successfully converted over 50 per cent of EBITDA into operating cash flow. Looking ahead, we intend to sustain this as a core financial discipline, supported by robust inventory management,” Go Fashion (India) CEO Gautam Saraogi then said.
And the latest move to Dubai seems to be in line with their long-term strategy. “The Middle East presents a promising opportunity for growth, and Dubai is a strategic starting point for our journey in the region,” added Saraogi.
For this, the Chennai apparel maker partnered with Apparel Group in Dubai. “We’re excited to bring our range to customers here in partnership with Apparel Group, whose retail expertise and strong presence in the region make them an ideal partner for this milestone,” the CEO said during the inauguration.
Apparel Group CEO Neeraj Teckchandani pitched in, “Go Colors’s distinctive focus on inclusive, stylish, and affordable bottomwear aligns with our mission to offer accessible, versatile fashion to every customer. We’re excited to welcome them into our retail ecosystem and look forward to driving their growth across the Middle East.”
The Dubai store is said to feature curated products from ‘Go Colors’, which include leggings, denims, trousers, joggers, and other bottomwear essentials—from casual to workwear. The brand’s presence in Apparel Group outlets could open it up to other markets, for the Dubai-based conglomerate has a network of more than 2,300 stores across 14 countries.
