Reliance Industries Ltd’s retail unit launched its first in-house premium fashion and lifestyle store yesterday.
The new store chain called Azorte, the first of which was launched in Bengaluru, will compete with the likes of Mango and Industria de Diseno Textil SA-owned Zara and cater to millennials and Gen Z.
“The mid-premium fashion segment is one of the fastest growing consumer segments as millennials and Gen Z are increasingly demanding the latest of international and contemporary Indian fashion,” said Akhilesh Prasad, Chief Executive Officer of the fashion and lifestyle arm of Reliance Retail.
The company plans to have up to 40 stores across 12 cities over the next nine months, he added.
