DLF Brands, a subsidiary of DLF Ltd, has entered the fashion retail sector by partnering with the renowned Spanish brand Mango. This strategic move coincided with the announcement of two additional retail initiatives, including the establishment of its own multi-brand showroom chain. Additionally, DLF has launched its inaugural brand, Pure Home and Living, marking its foray into the home decor and furnishings market with retail showrooms. The first store opened in Delhi two months ago, positioning itself against competitors such as Future Group’s Home Town and Landmark Group’s Home Centre.
Mango, a prominent fashion retailer with over 1,700 stores across the globe, chose to collaborate with DLF as part of its strategy to accelerate growth in the Indian market after nearly a decade of operations. Previously, Mango had largely operated through Major Brands, resulting in the establishment of approximately 15 outlets. DLF will oversee the rollout of new Mango showrooms, having recently launched a travel retail outlet at New Delhi’s T3 airport and planning to introduce an additional six stores by year-end, according to DLF Brands CFO Dipak Agarwal.
Agarwal remarked, "The major collaborations are now looking to grow assertively here in India having been around for so long. The company wants to concentrate on brand-building and designate the expansion to its franchisee." DLF is also associated with other global fashion names, including Armani, DKNY, Ferragamo, and Mothercare.
In addition to this, DLF is gearing up to introduce a multi-brand retail store chain that will feature a wide array of international fashion brands, according to an official statement. These forthcoming showrooms will showcase a selection of brands not currently affiliated with DLF Brands, putting them in direct competition with high-end retail formats such as The Collective, a division of Aditya Birla Nuvo.
Agarwal explained, "The multi-brand showrooms will be like premium discount showrooms, housing high-end fashion labels at reduced prices, as there’s a notable demand for such outlets that are popular internationally. These stores will be elegantly designed and will not resemble the typical factory outlet style that is prevalent today." The initial multi-brand showroom will span approximately 10,000 sq. ft and is set to debut in Gurgaon.
The DLF group aims to establish 4-5 additional stores across cities like Mumbai, Bangalore, and Pune by the end of the year, expanding its footprint in the retail landscape.