The merger of apparel maker Arvind Lifestyle Brands and French couturier Elle will see six exclusive Elle stores in India this year.
Targeting women aged 18-35, Arvind will invest Rs15 crore (about US$3 million) for its first year of operations. The initial six stores to be opened from April will be located in Bangalore, Delhi and Chandigarh.
“Elle is a popular name in the international fashion genre and this is our first step towards bringing in exclusive women’s western clothing. Western wear market here is taking off well in the women’s category and if we are able to establish a good base, it will prove to be advantageous for us,” Arvind Brands Retail MD and CEO J Suresh said.
To be positioned as premium wear, Elle stores will sell apparel, footwear, lingerie and bags.
Arvind Lifestyle Brands also operates international brands including Izod, Arrow, US Polo and Gant. Its retail chain Megamart now has 225 outlets in India.
Elle is owned by media conglomerate Lagardere Active Group which also owns fashion magazine Elle.