Digital Arm of ABRL to Launch SKULT Merchandise

Digital Arm of ABRL to Launch SKULT Merchandise

‘Abof’, the digital arm of Aditya Birla Retail will launch Bollywood actor Shahid Kapoor promoted SKULT merchandise in brick and mortar stores in next quarter. It is in talks with Shoppers Stop, Lifestyle, Central and Pantaloons to offer the SKULT products in these large format retail stores.

“We are working on plans to take SKULT products to physical stores as there is a consumer out there who is visiting physical stores too. I feel there is a very significant amount of latent demand that exists because the SKULT products we are selling at full price on ecommerce which has never happened. “We are in conversations with those retail stores at this point of time,” Prashant Gupta, president & CEO, – all about fashion said.

To speak about the need to launch SKULT products offline, Gupta said millennial consumers who are their target for SKULT are actually waiting to lap up to this kind of products.

Abof formed exclusive partnership with SKULT last year. As per the association, the brand’s merchandise is exclusively available on

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