Azorte, Reliance Retail’s clothing and lifestyle brand, has opened its ninth store in India in Mumbai’s Thane which is the first in the city’s suburb. The store is located in Viviana Mall, a multi-brand outlet of 22,000 square feet.

Located on the ground floor,  the new store is ‘a first-of-its-kind’ tech-enabled premium fashion store equipped with self-checkout kiosks, interactive screens, mobile scan and pay, 3D windows and Digital Visual Merchandising and is divided into different segments for each of its retailing brands including Altheory and Svrnaa with clothing and accessories for men, women, and children.

According to Rakesh Jallipally, Azorte’s business head, “Azorte marks its entry into the ‘city of lakes’ we have launched our new store at Viviana Mall, Thane.”

Azorte was launched in 2022 and the first store was opened in Bengaluru with the aim to compete with fast fashion giants like H&M and Zara.