Arvind Fashions is doubling down on execution. The Lalbhai Group company has appointed Amitabh Suri as chief executive officer of Flying Machine, adding the role to his current mandate as ceo of U.S. Polo Assn. in India, as it recalibrates its brand engine for a fast-shifting apparel market.
The move puts Flying Machine, India’s first homegrown denim label, under a leader known for scaling lifestyle brands at speed. The brand will continue to anchor itself around youth-led fashion, denim-first design and relevance for millennials and Gen Z, segments where competition is intensifying.
Suri brings over 25 years of experience across apparel and lifestyle retail, spanning brand building, retail operations, supply chain leadership and omni-channel strategy. At Arvind Fashions, he has grown the U.S. Polo Assn. into one of India’s largest casualwear brands, clocking revenues of over Rs 1,800 crore across menswear, womenswear, kidswear, footwear and innerwear.
Before joining Arvind, Suri spent 18 years at Indian Terrain Fashions, transforming it from a wholesale-led business into a listed retail brand with turnover reaching Rs 415 crore. His international exposure includes a stint as ceo of Iconic at Landmark Group, where he oversaw operations across the UAE, Kuwait, Qatar and Saudi Arabia.
Earlier, he served as president for exclusive brands and private labels at Shoppers Stop, managing a Rs 800 crore portfolio that included Jones New York, French Connection UK, Back to Earth and Glam X Disha Patani.
With Suri now steering two of Arvind’s key brands, the message is clear. In a market where denim is being rewritten for a younger, faster consumer, Flying Machine is betting on seasoned hands to move quicker, sharper and louder.
