DLF embarks on multi-brand strategy

Indian retailer DLF Brands has launched its first venture into multi-brand retailing, the Ave.neu which has opened in Delhi.

The 15,000 sqft Ave.Neu store offers apparel, home products and accessories from international brands like Claire’s, Boggi Milano, ELC, DKNY, Alcott, Mothercare and Sunglass Hut – brands for which DLF has licensing agreements or joint ventures for India.

“The (store), for us, is a symbol of DLF Brands success in bringing some of the most reputed international brands into India. This is the first time DLF Brands is introducing this concept and we are hopeful of a good response for the store,” said Timmy Sarna, MD, DLF Brands.

The company plans to roll out three formats under the Ave.Neu brand – discount stores, multi-brand big format stores and express formats for accessories.

According to DLF Brands CEO Dipak Agarwal, this year will see nine to 10 Ave.Neu store openings and 25 over the next three years. Targeted locations include Pune, Mumbai, Lucknow, Chandigarh and Surat.

The 25 multi-brand stores are expected to cost DLF Brands Rs 125 crore (around US$27 million).

DLF Brands, which recently ended its joint venture with luxury brand Armani as part of its exit from the luxury sector, operates 120 exclusive stores for brands under its portfolio.

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