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Reliance Retail to ramp up its distribution of clothing under B2B venture

Wednesday, 13 Dec 2023
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Reliance Retail is scaling up the distribution of clothing and fashion products to third-party stores, creating an exclusive portfolio of branded products for this business-to-business (B2B) venture.

Recently, the company has launched new formats like Azorte, which is into high-street fashion, and youth-centric fashion at Yousta and Centro departmental stores. It will expand the newer formats by 50 percent annually for the next few years, while Trends stores will be expanded by 10-15 percent.

As part of its latest strategy to expand the fashion business, the company has already launched over 50 such exclusive brands and expected to be increased by two to three times shortly, offering much higher growth opportunities. So far, the brands it has launched includes Silkfeet and Jivers in footwear, Xlerate in footwear and athleisure, Feet Up in women’s footwear, Dhuni by Avaasa in Indian wear, Riva in womenswear, John Player Select in menswear, Kidlyboo in kidswear and Altair in t-shirts.

Reliance Retail will distribute these brands across all markets, including rural, which would be sold through third-party stores that are part of its apparel distribution network. The company is running a pilot under the Ajio Business banner, which is expected to be ramped up by next spring-summer.

Reliance is also distributing other popular apparel and fashion brands through Ajio Business. These include Campus, Khadim’s, Liberty, Biba, Globaldesi, Lotto and Adidas. Reliance Retail has over 4,000 stores across multiple brands, and its  fashion retail chain 'Trends' has over 2,600 stores.

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