DLF Brands to Open First Multi-brand Flagship Store in Delhi

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DLF Brands, a subsidiary of the real-estate giant DLF Ltd., is set to open its first multi-brand flagship mini-anchor store in Delhi on May 26 at the Moments Mall in Kirti Nagar.

The new format, called “Ave.Neu,” is spread over 17,000 sq.ft. and would sell international fashion labels from brands such as DKNY, Boggi Milano, Alcott, Sunglass Hut, Pure, Puma, Mother Care, ELC, and Claire’s in categories such as luggage, watches, perfumes, and sportswear.

Commenting on the development, Dipak Agarwal, Chief Executive, Operations and Strategy, DLF Brands, said: “This is the right time and opportunity for us to launch in Delhi as the Moments Mall is emerging as a destination for shoppers who are looking for new brands and formats. We have got an excellent placement for our store in the property.”

Sanjeev Malhotra, CMD of the real-estate advisory firm Real Estate I.Q., which is DLF Brands’ preferred partner to secure property deals and related business proposals, said that this would be the company’s first such store in the national capital. “With DLF Brands’ entry, Delhi”s retail space will surely experience a revolution,” he added.

DLF Brands has brought global brands such as Boggi, Milano, DKNY, Alcott, Sunglass Hut, ELC, and Mothercare to India. Till now, the company focussed on opening exclusive stores for global fashion brands but the Ave.Neu format marks its foray into multi-brand stores for the first time.

DLF Brands currently operates stand-alone stores for 11 global brands in India.

– Sanjay Choudhry

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