Hunkemöller to enter India through Reliance Brands

Reliance Brands, an arm of Reliance Industries has signed a long-term franchise agreement with 130-year-old Dutch lingerie maker Hunkemöller International, which will enter India by March next year. The company aims to launch 20 Hunkemöller single-brand stores in India in the first five-years.

Lingerie is the latest addition to the portfolio of Reliance Brands that has largely catered to men with casual wear brands such as Diesel, Superdry, Gas and tailored brands such as Ermenegildo Zegna, Brooks Brothers and Pink. Last year, it expanded into women’s fashion in partnerships with BCBG Max Azria (BCBG) and Juicy Couture. Across all the brands under its portfolio, Reliance plans to open 40 new outlets this year, taking its total store count up from 101 to 141 by March next year. In the last fiscal year, the company opened doors to nine new stores.