Diesel forms an alliance with Reliance Brands

Italian fashion brand Diesel will create its own retail network in India through its alliance with Reliance Brands, hoping to surmount the absence of upmarket department stores such as Harvey Nichols or Bloomingdale’s that befit its brand status.

Diesel Fashion India Reliance, a 51:49 venture between Diesel and Reliance Brands, will open five single brand stores across Mumbai, Delhi, Bangalore and Hyderabad over the next three months, hoping to lure fashion-conscious Indians to buy items that can cost anywhere between Rs 2,200 and Rs 60,000 a piece.

   The first such store spread over three levels and across 7,500 sq ft, is to open next month at Juhu in Mumbai.

Darshan Mehta, Reliance Brands CEO says, “Global stores offer a choice of brands, a store environment and a level of service, but such outlets are yet to evolve in India.” Adding that Diesel had no choice but build its own retail channel through mono brand stores.