Aditya Birla Fashion and Retail (ABFRL) has launched a chain of large format value fashion stores, named Style UP. The format is targeting shoppers in small cities across India.
Style Up is operating large format stores between 6,000 sq ft to 8,000 sq ft. It sells ethnic and western apparel and accessories for men, women and children.
Presently, Style Up is running 16 stores in Uttar Pradesh, Bihar and Karnataka. The brand plans to add another 12 stores this year.
ABFRL is retailing brands like Louis Philippe, Allen Solly, Peter England and Van Heusen. It operates over 2700 stores in the country, besides retailing its brands in 18,000 multi-branded outlets.