Ceylon Leather Products PLC announced the re-launch of the brand DI, in a bid to augment the traditional, British military perception of DI shoes, to a lifestyle oriented brand fuelled with generations of quality and trust. In addition to this, the new logo, brand identity and concept were ceremoniously unveiled at an event held recently.
Over the years, this Sri Lankan organization has been through several transformations and in the process, has establish its brand DI as a renowned brand not only in Sri Lanka but amongst international buyers.
Murali Prakash – Group Managing Director/Chief Executive Officer, Lanka Century Investments PLC stated that “Our overall growth plan for 2020 includes transforming all subsidiaries within the Group to be agile, forward thinking and geared to seize the opportunities posed by the changing market dynamics. This process does not just include a mere change in the communication strategy, brand identity or the logo, but a total 360-degree change within the organization. It includes implementing a well-planned supply chain restructuring, incorporating modern retail channels to increase customer accessibility to a range of modern, exciting lifestyle products. In a nutshell, this transformation is about the way we do business in the era of the millennials”.
Sajeewa Ranasinghe – Chief Executive Officer, Ceylon Leather Products PLC., stated “DI is such an iconic brand and has survived the change of market dynamics over the years. Transforming DI into a lifestyle brand marks the beginning of a new era of how we look at ourselves as a brand, as well as how our consumers will perceive us. Now is the time for change and we as one team are geared to take this new look out to the world”.