Lifestyle International has shelved expansion of standalone exclusive outlets for its private labels and franchised brands as the retailer plans to sell these brands through ecommerce sites and online marketplaces apart from the Lifestyle stores.
Lifestyle has already shut down 12-odd standalone stores of Bossini - a Hong Kong-based franchised brand in the casual wear segment, and will not expand the 12 exclusive outlets it has for Melange-its Indian fusionwear brand. The expansion has been shelved as they require detailed focus and distribution capacities, are managed differently from departmental stores and can survive only in malls where it already runs Lifestyle outlets.
Lifestyle, part of Dubai-based retail and hospitality conglomerate The Landmark Group, has franchisee agreements with four global brands — Bossini, Kappa, UCLA and Smiley. Its portfolio comprises seven private brands, of which Melange is the largest. Around 30 per cent of its sales are generated from its private brands which is one the highest in the industry.