Apparel maker Arvind Lifestyle Brands has entered into a licensing agreement with French couturer Elle to retail women's fashion wear in India. The two companies aim to tap the exponentially growing women's western wear segment.
On its part, Elle will be heavily localising to eat into the Indian apparel market. Media conglomerate Lagardere Active Group owns Elle, the world's largest fashion magazine.
Arvind Lifestyle Brands said it will open six exclusive Elle stores in Delhi, Bangalore and Chandigarh by April this year. It will also be retailed through shop-in shops. The company will also sell bags, footwear and lingerie separately.
“Increasingly Indian women are showing preference for western wear. The category is a Rs 1000 crore market and growing rapidly. Elle will be positioned as a premium wear,” Mr J. Suresh, Managing Director, Arvind Lifestyle Brand, told
He said the company would invest Rs 15 crore in the first year to develop the brand. The brand is targeted at fashion forward women in the age bracket of 18-35 years.
Asked if the company will be importing the garment or would look at local manufacturing, Mr Suresh said, “We are still getting direction from Paris. Plans are underway to develop the market in the near term.”
Arvind Lifestyle has a slew of international brands under its portfolio including Arrow, Izod, GANT and US Polo. It has Cherokee in the value segment in the women's category.