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Avantra by Trends enters North India

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The ethnic wear brand’s first store in North India is at Lulu Mall, Golf City, Lucknow

Bengaluru: Avantra by Trends, a concept store chain by Reliance Retail, has opened its first store in North India. The outlet is situated at Lulu Mall, Golf City, Lucknow, the brand announced in a LinkedIn post.

Reliance Retail launched Avantra by Trends in September 2021 as an exclusive saree and women’s ethnic wear concept store. The first flagship store was 9,500 sq ft in Bengaluru.

Followed by the official launch, the ethnic wear brand forayed into jewellery, accessories, and tailoring services. It also collaborated with regional weaver clusters and third-party brands, including Nalli Silks and Pothys.

Avantra established its retail presence across all Southern states like Karnataka, Andhra Pradesh, Kerala, and Tamil Nadu before entering Northern states.

In August 2022, the brand launched its first brick-and-mortar store in Kerala at Oberon Mall, Edapally, which is spread across 5,000 sq. ft. Avantra by Trends continues to expand its retail presence across Karnataka and recently opened its fourth store in Bengaluru and two other stores in Mangaluru and Shimoga.

Avantra by Trends is positioned as a pan-India brand that is present in metros, tier 1, tier 2, and tier 3 markets.

Founded in 2006, Reliance Retail is an Indian retail company and a subsidiary of Reliance Industries. Its retails foods, groceries, jewellery, apparel, footwear, toys, home improvement products, electronic goods, and farm implements under various sub-brands.

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