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Reliance Brands to enter beauty, kidswear segments

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Reliance Brands Limited plan to enter beauty and children’s clothing retail segments and is looking to step up online presence by launching exclusive web stores for all the luxury brands under its ambit.
“Beauty, especially colour cosmetics and fragrances, and children’s clothing are two areas which are getting a higher share of the consumer’s wallet which we will complete our retail presence,” Darshan Mehta, president and CEO at Reliance Brands, a part of Reliance Industries said on the sidelines of the launch of a Hamleys store in Kolkata on Monday.
“We are scouting for partnerships with brands which have fair bit of consumer knowledge in India and will be positioned in the mid-market segment,” he added.
Reliance Brands currently has partnership with 18 global mid-to-luxury brands, including Diesel, Hamleys, Steve Madden, Timberland, Kenneth Cole, Ermenegildo Zegna, Hunkemöller and Paul & Shark.
While seven of these brands are already sold online through platforms such as Amazon, Flipkart and Myntra, Mehta said the company plans to build dedicated online presence for each of its brands.
“We currently have exclusive online stores for Steve Madden and Quiksilver, and in two weeks will launch a dedicated online store for Superdry. We may also sell lower price line for most of the brands for exclusive online sales. For instance, we have done it for Steve Madden’s brand Madlove which is almost 60% cheaper and has been selling successfully in Myntra,” he said.
Currently, online sales account for 5% of Reliance Brands’ total revenue.
Reliance Brands operates 120 stores across brands. Hamleys is currently the biggest business of Reliance Brands with 14 stores across eight cities.

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