Reliance Retail, having secured its position as India’s largest apparel retailer, is now amplifying the distribution of clothing and fashion merchandise to third-party stores, as per reports. This move involves curating an exclusive portfolio of branded products tailored for the business-to-business segment.
According to two senior industry executives familiar with the initiative, Reliance Retail has already introduced over 50 exclusive brands and plans to triple this number in the near future. This expansion aims to propel the fashion business beyond its existing stores, tapping into significantly greater growth prospects.
The list of launched brands includes Silkfeet and Jivers in footwear, Xlerate in 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 diverse markets, including rural areas, utilising its established network of third-party stores within the apparel distribution sphere. The company is piloting this venture under the Ajio Business banner and plans to scale it up by the forthcoming spring-summer season.
An executive stated, “Reliance is set to introduce its own diverse range of apparel and fashion brands across various categories, targeting value and mid-premium segments. These products will be available through numerous third-party retailers, aligning with our focus on organizing the unorganized sector.”
Emphasising the significant potential of the unorganised apparel retail market, another executive predicted that Reliance’s B2B apparel business could surpass its own retail stores’ revenue within the next five years.
Reliance is also expanding its Ajio Business by distributing renowned apparel and fashion brands such as Campus, Khadim’s, Liberty, Biba, Globaldesi, Lotto, and Adidas.
