DI heralds a brand-new look

A leader in leather footwear in Sri Lanka, 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.

The pioneer in processing and manufacturing of leather, leather footwear (for gents, ladies and children) and leather products (such as bags, belts and accessories), Ceylon Leather Products PLC was incorporated in 1939 by the then British Government to manufacture boots, shoes and accessories for the British Armed Forces. 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.

However, the evolving industry and the futuristic vision of Ceylon Leather Products has resulted in the metamorphosis of a completely new brand outlook, which is set to cater to the emerging consumer aspirations, changing generational and retail dynamics. DI thus opens doors to a refreshing range of products in the forms of Ladies’ and Gents footwear, Children’s shoes, a variety of accessories and gift items. Amidst these new offerings, the brand would continue to enhance its core offering of leather based products known for its quality and durability thus retaining its core segmental offering.

Commenting at the launch event, Mr 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”.

The newly launched DI logo has been revamped to add a degree of modernity and enhance visibility, portraying stability and professionalism. The vibrant background colour adds a trendy, dynamic feel to the brand. The brand also unveiled its new brand slogan ‘I love it’. The concept, which was crafted with the intention of creating brand love, incorporates the feeling you have when you find the pair of shoes which is not only the perfect fit, but also enhances your personality.

Commenting at the brand launch Mr. 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”.

A subsidiary of Lanka Century Investments PLC., Ceylon Leather Products PLC’s iconic brand DI continues to revolutionize the footwear market. DI’s revamped lifestyle products under the new trademark will be available at the refurbished showrooms, promising a completely new experience to customers.


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