Shoppers Stop, one of India's top fashion retailer and Bennett, Coleman & Co. Ltd. (BCCL), the country's leading media house, have announced a strategic partnership to extend Femina, one of BCCL's flagship brands, into the consumer products space, BCCL said in a press release.
As part of this unique 'co-create and co-own' partnership, BCCL will license 'Femina Flaunt' to Shoppers Stop, to design, develop, and retail the brand, exclusively across Shoppers Stop stores, in the core fashion categories – apparel, footwear, accessories and bags.
'Flaunt' is the retail identity developed by BCCL for Femina.
Commenting on the partnership, Vineet Jain, BCCL MD, said, “This is in line with our brand extension strategy to partner with the best-in-class players to unlock immense hidden value in many of our marquee brands. As a group, we've always been ahead on the innovation curve, and this partnership is another such example.”
Govind Shrikhande, customer care associate and MD, Shoppers Stop Ltd. added, “In line with our brand philosophy of 'Start Something New', we have embarked on a new partnership with the BCCL group to launch 'Femina Flaunt' in our stores. The premium positioning of this brand fits seamlessly into our diverse portfolio of premium brands. We are positive that 'Femina Flaunt' will be a huge success with our discerning customers.”
The 'Femina Flaunt' range will be retailed exclusively through 300-400 sq feet of dedicated shop-in-shop space, within Shoppers Stop stores. The range will be launched in the Fall-Winter season this year, and will be available across 20 Shoppers Stop stores to begin with, and going up to 50 stores by the third year.
'Femina Flaunt' range is being developed for the premium space, targeting today's urban, independent, progressive and discerning women in the 25-35 years age group who work and reside in the top 25 cities. (SH)
Fibre2Fashion News Desk – India