Future Lifestyle and Fashion Ltd led by Kishore Biyani is speeding up the expansion plans for Brand Factory, the fashion discount chain. The company is looking forward to take on online marketplace retailers like Snapdeal, Flipkart and Amazon.
The renewed thrust comes after the government on 29 March allowed 100 per cent foreign direct investment in online marketplaces but prohibited from influencing product prices through huge discounts.
Brand Factory offers 200 brands, including Levis, Lee, Wrangler, Nike, Louis Phillipe, Allen Solly and Gini and Jony. The chain will offer 20-70 per cent discount on all products throughout the year.
The decade-old chain Brand Factory, which opened its first store in 2006, currently has 46 stores across 20 cities. It has also opened its first store in Mumbai and plans to have six stores in the city within a month.
The company has so far been focused on cities like Hyderabad where it has 12 stores and Pune where there are six stores.