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Reliance Retail launches its first apparel specialty store


Gurgaon : Keen to cash in on the burgeoning fashion consciousness among consumers, Reliance Retail, an arm of Mukesh Ambani’s Reliance Industries, Thursday announced the launch of its first apparel specialty store, “Reliance Trends”, at the Ambi mall in Gurgaon.

“We think that fashion must not remain restricted to the elites. With this initiative of ours fashionable clothes will be made accessible to every section of society at affordable prices. For instance, jeans will start at Rs.199,” Arun Sirdeshmukh, chief executive of the apparel and luggage business of Reliance Industries, told IANS.

Sirdeshmukh also stated that the apparels and garments business is projected to touch a size of at least Rs.1000 billion over the next three years and the company plans major expansion in this sector.

“With an investment of Rs.250 billion in the retail section, the company plans to come up with 100 stores in next three years,” he said while refusing to comment upon the investment made in each store.

“In next three months the company plans to open at least seven stores across the country,” added Akhilesh Prasad, senior vice president of apparel specialty stores, Reliance Industries.

Spanning in an area of 30,000 square feet, the fashion store offers men’s wear, women’s wear, kids’ wear and sportswear. The store also has a unique tailoring service that provides customized fits to customers buying fabric at prices comparable to neighbourhood tailors.

The store has a homogenous mix of over 100 labels. It has labels like Gini n Jony, Liliput, Peter England, Lee and Wrangler, to name a few national and international brands.

Private labels like Network, a range formal office wear, DNMX, a collection of jeans and T-shirts, and Sparsh, traditional women wear, also mark their presence.

Recently, there have been protests from small-time traders against the entry of corporate giants like Reliance Retail, Bharti Retail and Wal-Mart in the retail sector. However, Sirdeshmukh is upbeat about the success of its fashion store.

“The apparel business is all about creating partnerships beginning right from the first stage of spinning the fibre to yarn. From that perspective, I cannot foresee a backlash,” he explained.

“Moreover, we have got such affordable prices that we will be welcomed by every city and town.”

The company has recently opened a Reliance Mart in Ahmedabad.

With male and female models sashaying across the ramp in anti-stain trousers and wrinkle free shirts of varied colours and styles, kids decked in aromatic frocks, capris and shirts, the launch also witnessed a collection showcase.

Models wearing skirts teamed with kurtis and stoles, suits and quick dry tracksuits displayed the festive and sportswear collection.