Rajiv Mehta whose retail journey started with Puma India has launched its own sports lifestyle brand D:FY. Kan Dfy Sports Private Limited is a private holding company that has launched D:FY in partnership with former private equity investor Prashant Desai. As the part of extensive distribution strategy Mehta has planned 22 standalone stores which will be spread across eight cities by the end of December.
The brand will also be sold online in an exclusive partnership with Amazon and in a shop-in-shop format at Central department store chain. Mehta has joined textile and retail company Arvind Ltd to set up their sports shoes division before turning an entrepreneur.