Shoppers Stop, popular department store chain, and Bennett, Coleman & Co. Ltd. (BCCL), a leading multimedia group, have tied up to extend Femina, one of BCCL’s flagship brands, into the consumer products space.
As part of this partnership, BCCL will license ‘Femina FLAUNT’ to Shoppers Stop to design, develop and retail the brand exclusively across its stores in the core fashion categories of apparel, footwear, accessories and bags. FLAUNT is the retail identity developed by BCCL for Femina.
“This is in line with our brand extension strategy to partner with the best-in-class players to unlock immense hidden value in many of our marquee brands. As a group, we’ve always been ahead on the innovation curve and this partnership is another such example,” Vineet Jain, managing director of BCCL said.
The ‘Femina FLAUNT’ range will be retailed exclusively through 300 to 400 square feet of dedicated shop-in-shop space within Shoppers Stop stores. The range will be launched in the fall-winter season this year and will initially be available across 20 Shoppers Stop stores and up to 50 stores in the next three years.
“The premium positioning of this brand fits seamlessly into our diverse portfolio of premium brands. We are positive that ‘Femina FLAUNT’ will be a huge success with our discerning customers,” Govind Shrikhande, customer care associate & managing director, Shoppers Stop said.
