Indian retail conglomerate, Reliance Retail, has introduced a new premium fashion and lifestyle brand dubbed ‘Azorte’, aiming to “transform the way Indians shop for premium international and contemporary Indian fashion merchandise”.

Located inside the 1 MG-Lido Mall in Bengaluru, Azorte’s first store spans 18,000sqft and is home to a selection of fashion and lifestyle products ranging from western and Indian wear, footwear, accessories, and home to beauty. To offer a seamless shopping experience, the store features smart trial rooms, fashion discovery stations, endless aisles and self-checkout kiosks. 

The launch will be followed by the opening of more Azorte physical stores across key markets in the next coming months. 

“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,” said Akhilesh Prasad, CEO of Fashion and Lifestyle at Reliance Retail. “Azorte offers wardrobe must-haves for the fashion-forward customers of new India.”

The launch came after Reliance Retail rolled out a new fashion and lifestyle department store concept dubbed ‘Reliance Centro’ in Delhi earlier this week. The company was also recently reported to be in talks to take over the rights for LVMH-owned beauty retailer Sephora from Arvind Fashions.