Reliance Brands Limited (RBL) announces their tie-up with Anamika Khanna one of the leading Indian couturiers.
RBL is the largest retail brand in India, it was formed in 2007 when it realized that Indian market has grown and consumers were exposed to international brands as the lifestyle of the common citizens flourished. India had become a growing market for new-age customers.
Both have joined hands for a 60:40 ownership to develop this Indian brand AK-OK, with Anamika Khanna as the creative director of the brand. Her message “Everything is AK-OK” can be seen as crisp and clear through her traditional and futuristic collection.
According to RBL, AK-OK tries to bring luxury and relaxed distinctive style and is not in the run to keep up with the pace of upcoming trends. The brand focuses more on creating originals that blend Indian nuances with exhilarating design quirks.
According to Isha Ambani, RBL director “Indian fashion brands are a strategic part of our luxury portfolio and with this partnership, we are adding another design powerhouse to our growing repertoire of fashion brands.” The collab allows both parties exposure to acknowledge their homelands’ growing talent into the national and global market.
As Khanna added that this partnership would drive AK-OK to its milestone of being recognized as one of the new age brands worldwide.
The AK-OK outfits gained popularity as it was worn by many popular personalities of the country like Deepika Padukone, Madhuri Dixit, Sonam Kapoor, and Neha Dhupia. RBL’s focus is on the label’s ready to wear. RBL has a wide range of collaboration with many globally recognized brands including Armani Exchange, Coach, Pottery Barn, Burberry, Canali, Ritu Kumar, Bally, Brooks, Brothers, Diesel, Hamleys, Tory Burch, West Elm, Jimmy Choo, Michael Kors along with that it has equity investments in renowned Indian labels Manish Malhotra and Raghavendra Rathore and AK-OK is the new addition to their portfolio.
RBL operates 1596 doors split into 680 shops and 916 shops in shops in India, the largest retailer that provides Indian customers access to international brands.
Therefore, the reason behind collaborating with AK-OK is to adapt to the expanding lifestyle as RBL finds this exclusive Indian brand, gender agnostic designs, and reflects the modern age.
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