French couturier Elle and Arvind Lifestyle Brand will shortly be entering into a licensing agreement to introduce a kids-wear range in India. The move comes a month after the two signed an agreement to retail women's ‘fast fashion range' in India.
Fast fashion clothing collections are based on the most recent fashion trends, and have suddenly got prominence in India after Zara and Mango entered the retail scene. “We will be introducing a new collection every fifteen days. We are working on getting the replenishment strategy right,” Mr J Suresh, MD and CEO, Arvind Lifestyle Brands said.
Elle, a part of Lagardere Active Group, that owns lifestyle magazine
“We were looking for the right partner. Elle is about style and fashion and we have found the retail expertise in Arvind Brands. In February, we brought the women's fashion range and we will now be introducing kidswear in the Indian retail market,” Mr Fabrice A Plaquevent, CEO, Lagardere Active Enterprises said.
Speaking on the group's foray into India, he said, Arvind Lifestyle Brands will be setting up 20 stores pan-India. Elle will also be retailed through several leading lifestyle brands including Shopper's Stop and Central among others as shop-in-shops. The company will also sell bags, footwear and lingerie separately.
Mr Plaquevent said the brand hopes that India will start contributing to about 15 per cent of Elle's sales in the next three years.
Currently, global retail sales of Elle products and services (excluding media business) is $ 800 million and should reach $ 1 billion in the next three years, he added.
Elle's range will be manufactured in India. The brand is targeted at women in the age bracket of 18-35 years. Arvind Lifestyle will be investing around Rs 25 crore to set up the brand.