azorte: Reliance Retail launches premium fashion and lifestyle store AZORTE

Reliance Retail has launched its premium fashion and lifestyle store AZORTE, to compete directly with fast fashion brands Zara and H&M in India.

ET was the first to report about the company’s plan to launch a new clothing and accessories brand store chain. The first store was opened in Bengaluru and the company plans it open 30-40 stores in the next nine months and over 200 stores in three years.

“The mid- premium fashion segment is one of fastest growing consumer segments as millennials and the Gen-Z are increasingly demanding the latest of international and contemporary Indian fashion. AZORTE offers wardrobe must-haves for the fashion forward customers of new India. The store has best-in-class tech interventions that will enhance the customer journey leading to superior shopping experience,” said Akhilesh Prasad, CEO, Fashion and Lifestyle – Reliance Retail.

AZORTE will house the best of global trends and contemporary Indian fashion with an original take on style ranging from western and Indian wear to footwear, fashion accessories, home, beauty and more.

Designed with fashion-forward consumers in mind, the new store format includes several tech-enabled interventions such as smart trial rooms, fashion discovery stations, endless aisles and self-checkout kiosks that would make shopping more enjoyable.

“AZORTE is India’s first fashion NeoStore that offers high-street fashion with on-trend styles and classics reinvented – shoppers can future-proof their wardrobe with AZORTE. They can express their authentic and uncompromising take on style with the best of western wear, Indian wear, kids wear, footwear, fashion accessories, home, beauty and more,” said Rakesh Jallipally, VP & Business Head, AZORTE.

AZORTE, a house of brands with a curated collection, is the latest addition to Reliance Retail’s fashion and lifestyle portfolio that has adopted a multi-format approach to cater to all consumer segments. The elegantly designed stores will house both own and co-created lines. Shoppers will be delighted to discover the human touch with in-store fashion consultants to enhance product discovery and research.

With a store size of around 18,000 square feet, the first AZORTE store opened its doors at 1 MG-Lido Mall, MG Road, Bengaluru. The company plans to ramp up the store presence across key markets over the coming months.

Fast fashion is the fastest growing segment in apparel and lifestyle retail globally, and H&M and Zara have been runaway successes in India in the category associated with designs that move quickly from the catwalk to the showroom.

Reliance Retail is the largest fashion and lifestyle retailer in the country with a network of nearly 4000 stores across segments from ethnic and value fashion to luxury brands. While rival Tata has partnered Zara and launched an affordable fast fashion brand Zudio, Reliance runs Marks & Spencer stores in India and recently partnered Gap.

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