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Reliance Brands to expand Italian denim brand in India

Reliance Brands, a subsidiary of Reliance Industries, is set to expand the Italian denim brand Replay in India. The brand will open four stores this year, increasing the number of stores in the country to ten by end of 2021. The company will also exclusively retail Replay clothing and accessories that include denim jeans starting at Rs 7,999 on Reliance-owned e-commerce platform Ajio.com. The brand’s first store has opened up in a Gurgaon Mall. It will add more stores in Delhi-NCR and Mumbai, before opening in markets such as Bengaluru going forward.

Reliance Brands managed over 60 brands in its portfolio including luxury and premium fashion labels such as Kate Spade, Muji, Steve Madden, Superdry, Diesel, Hunkemoller, Iconix, Juicy Couture among others and has 420 single brand stores and retails via 350 shop-in-shops in India. In July, last year, Reliance Brands bagged exclusive distribution rights for Replay, owned by Fashion Box S.p.a that is seeking to expand its presence overseas. In the coming year the brand will retail via Reliance Brand’s multi-brand store outlet- The White Crow which currently has a store in Ahmedabad.

For now, the company plans to build the brand in key markets and geographies before expanding further.

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