STEELE: A Collection Offering Premium Garments And World Class Apparels

A multi-talented and multi-faceted professional with the aim of creating a positive impact on the masses is what describes Surya Suri. Surya Suri commenced his professional journey with Indian film industry as a model and has worked with renowned photographers including Dabboo Ratnani, Haider Khan and others.

Suri was enthralled by fashion and at the same time understood the dynamics of business as being a part of family-run business CHUNMUN a.k.a. CnM, which is a leading lifestyle brand with stores in Delhi-NCR and Punjab. STEELE COLLECTION is Mr. Suri’s ultimate dream that combines his passion and entrepreneurial skills, backed with a deep understanding of business. He aims to earn recognition in the national and international fashion industry with STEELE COLLECTION. 

Brief us about your business model like how did the idea came to start and how does it work (step by step procedure)?
The idea for Steele Collection came almost four years back when I thought of venturing into the segment of premium garments and world class apparels. All offerings by the Steele Collection have a personal touch, as I myself go through each and every aspect of the products personally. Steele Collection offers high-end premium materials in an affordable range.

What are the unique key points of your company?
The unique factor about Steele Collection is that its complete range is drastically different from what is already available in the market in the given range. The idea also is to break away from the traditional clothing style for both men and women and offer something that’s a combination of ethnicity and flamboyance.

How are you different from the existing competitors?
Steele is different because it comes from the new generation that has seen the old world too. Taking inspiration from my father’s company Chunmun (CnM) and smearing my creativity with the help of a world-class team, Steele Collection does not imitate any existing range in the market.

What is the funding status and monetization model?
Steele Collection is funded by myself. As of now, the range is available in CnM stores in the national capital, but very soon we are slated to come up with our own standalone stores.

What challenges are you facing in running your business?
There is no dearth of challenges, right from conceiving a design to making a garment, everything is a challenge. Even the smallest of accessories offered by Steele Collection go through due diligence and it is not a cakewalk for any company to establish itself amid the established brands offering a wide range in the market.

Also, one challenge that we all are facing is Covid-19 as almost all businesses have been hit hard.

How has been the people's response so far?
The response has been very positive till now. It is based on people’s positive response that Steele Collection first launched menswear range and soon forayed into women’s clothing too. And very soon, Steele Collection will also venture into kids clothing.

What are the traction details (like users, app downloads & other achievements of the company)?
We are still growing and as of now, we have confined ourselves to offline mediums. But Steele Collection website is ready and set to be launched formally on October 1. The app would follow.

How do you look at expansion?
As mentioned earlier, Steele Collection is expanding in all aspects. While we are venturing into kidswear, we are also set to soon get standalone stores in Delhi, following which, the plan includes expanding globally with exclusive stores in different countries.

What are your marketing plans?
There is no such plan as I believe in going with the flow. I believe that if something has a sudden rise, it is bound to experience a sudden fall, hence, slow and steady is the way forward. I am moving step by step, in accordance with how the consumer is reacting to the offerings. The supply is meeting the demand and is slated to grow further in near future.

What has been the biggest learning so far?
From how to make to how to sell, everything has been a learning experience so far.

What is the market size and opportunity?
The market size is huge, in fact incomprehensible, but there’s ample space for everyone to participate and perform. The opportunities are immense and anyone making the right moves would succeed.