India’s largest department store chain, Shoppers Stop and one of the leading multimedia groups, Bennett Coleman & Co. Ltd. (BCCL) have partnered to extend the Femina brand. It is a flagship brand of BCCL that was introduced in the consumer products space.
This unique partnership of co-create and co-own involves the granting of a license ‘Femina Flaunt’ by BCCL to Shoppers Stop letting the latter design, develop as well as retail the brand exclusively in its stores in the fashion segments such as apparel, footwear, bags and accessories. Flaunt is a retail identity that was developed by BCCL for the brand Femina.
Vineet Jain, the Managing Director of BCCL stated that this is in line with the brand extension strategy in order to partner with the best-in-class players in the market to unlock the enormous hidden value in most of the marquee brands of the company. As a group, he stated that they have been ahead of the others in terms of innovation and partnership.
The Femina Flaunt lineup will be exclusively retailed via the 300 square feet to 400 square feet dedicated shop-in-shop space in the Shoppers Stop outlets. The lineup will be introduced in the winter season this year and it will be made available in almost 20 Shoppers Stop outlets initially. In the next three years, the number will increase to 50 stores.
Govind Shrikhande, the Customer Care Associate and Managing Director at shoppers Stop stated that the premium positioning of the brands suits the diverse portfolio of the company involving premium brands seamlessly. He said that they are positive that the Femina Flaunt will bring them a huge success among the customers.
The Femina Flaunt lineup is targeted towards the urban, progressive, independent and discerning women in the age group between 25 and 35 years, working and residing in the 25 main cities of the country.