American apparel brand Kenneth Cole will enter the India market through a partnership with Reliance Brands.

Reliance Brands is a subsidiary of the giant Reliance Industries conglomerate which dominates petrol retailing and the convenience store market in India.

Kenneth Cole and Reliance will open five stores within the next three years and 20 more in the succeeding years.

“Kenneth Cole encapsulates a lifestyle that is chic, urban and is infused with modern style and sensibility that perfectly resonates with the contemporary Indian consumers,” said by Darshan Mehta, president and CEO of Reliance Brands.

Initially, the two partners will open retail stores in India’s major cities that will sell men’s and women’s clothing, footwear and accessories under the labels of Kenneth Cole Reaction and Kenneth Cole New York.

“India promises substantial growth potential for our brand, the country’s economy is growing quickly and development is strong, which is why Kenneth wants to create a presence in India now,” Kenneth Cole productions CEO Paul Blum said. 

High demand for Kenneth Cole’s products has led them to expand globally.

“We are excited to introduce our brand to the market with a strong partner like Reliance,” said Blum. 

Kenneth Cole sees India as a good market for the brand.

“India is fast becoming a fashion capital of the world and the synergy of its metropolitan lifestyle coupled with the modern sensibilities of the brand’s heritage is the perfect addition to the growing global portfolio for Kenneth Cole Productions,” the company said.

Reliance Brands headed by Indian business magnate Mukesh Ambani has started operating in 2007. It has several joint ventures with brands including Diesel, Ermengildo Zegna, Steve Madden, Quicksilver, Timberland and Roxy.

GB