Reliance Industry

Franchise In Mumbai,Franchise in India,Franchise News: Reliance Brands, a unit of Reliance Industries, has signed a long-term franchise agreement with American fashion house BCBG Max Azria, famous for dressing up scores of Hollywood A-listers like Angelina Jolie and Halle Berry. BCBG will be the first women’s only apparel brand in Reliance’s portfolio, which includes Kenneth Cole, Diesel, Brooks Brothers besides a dozen other brands. The Mukesh Ambani-led Reliance will open standalone stores of BCBG Max Azria, the flagship label of the billion dollar group, and BCBGeneration, the lower priced, younger brand from the stable here in India by next year, a company executive told TOI in an exclusive interaction.

The prices for the flagship BCBG Max Azria will range from Rs 6,000 and Rs 20,000 while that for Generation will be between Rs 4,000-12,000.

The Tunisian-born French designer Max Azria, founded the group 25 years ago in Los Angeles, is credited for offering fashion at affordable prices much before brands like Zara and H&M democratised fashion. BCBG stands for ‘bon chic, bon genre,’ a Parisian slang which means ‘good style, good attitude.’

Darshan Mehta, president & CEO, Reliance Brands, said the first two stores for BCBC Max Azria will open in Delhi and Mumbai next year followed by stores for BCBGeneration. ” BCBG is a brand which will be aspirational for most Indian women, who want to graduate from consuming only fast fashion, but accessible due to its affordable pricing,” he said. Internationally, BCBG competes with the likes of Max Mara and Theory.

Sophie Rietdyk, president of licensing and international at BCBG Max Azria group said, “In collaboration with Reliance we will become an influential force in the India fashion and lifestyle arena.” The fashion house has been faced with financial woes over the past few years with talks of Max Azria losing control of his eponymous label to Guggenheim Partners which holds a big chunk of the company’s debt. The LA-based group also runs Max Azria Atelier and a luxury line Herve Leger by Max Azria. It has presence across 700 standalone and shop-in-shop stores globally.

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