Shoppers Stop to design and retail Femina Flaunt brand

Shoppers Stop and Bennett, Coleman & Co (BCCL), have entered a partnership for latter’s flagship property – Femina. Through this co-create and co-own partnership, BCCL has decided to license 'Femina Flaunt' to Shoppers Stop, which will design, develop and retail exclusively across its stores in the core fashion categories of apparel, footwear, accessories and bags. Flaunt is the retail identity developed by BCCL for Femina.

The 'Femina Flaunt' range will enjoy a dedicated shop-in-shop space of around 300-400 square feet within Shoppers Stop stores. The range will debut in the Fall/Winter season this year and be available across 20 Shoppers Stop stores and up to 50 stores in the next three years.

Shoppers Stop is developing the 'Femina Flaunt' range in the premium space, targeting today's urban, independent, progressive and discerning woman, between 25-35 years of age and working and living in the top 25 cities.

Shoppers Stop recently announced its plans to establish exclusive and private brands under its portfolio, which it expects to contribute 15 to 25 percent sales. Shoppers Stop has exclusive brand tie-ups with cricketer Virat Kohli's 'Wrogn', 'Desigual', and will launch few more this year, including Sonam Kapoor and Rhea Kapoor's brand, 'Rheason'.

The retail group operates large format department stores, home stores, Crossword, Mothercare, M.A.C, and hypermarkets under its fold. With 73 stores across 34 cities in India, Shoppers Stop plans to expand its pan India footprint by adding more stores through the year.