Aditya Birla to bring London’s Simon Carter to India

London-based designer brand Simon Carter will be available in India through a collaboration with Aditya Birla Fashion and Retail (ABFRL). India’s largest apparel and retail company has signed an exclusive deal to bring the designer brand to India.

For ABFRL, its part of strategic intent to grow their international portfolio and their new relationship with Simon Carter will bring London’s high fashion to the Indian market. ABFRL will launch Simon Carter exclusive stores across the three top metros of Mumbai, Bengaluru and Delhi. The brand will offer a wide range of apparel from formal to casual wear.

Simon Carter, known for its quirky designs, was started by designer Simon Carter in 1985 with a wholesale business. Carter holds the distinction of being the most successful international designer with seven standalone designer brand stores in some of the most posh locales in the UK. His much sought after collections are retailed in some of the most exclusive department stores and independent retail outlets in 40 countries around the world including Liberty, Bloomingdales USA, Seibu Japan, Brown Thomas Ireland, and David Jones Australia. Carter’s products are known for their British wit which incorporate a light-hearted side to every facet of the brands offerings, ranging from merchandise to store design and store staff, everything sports a personalised touch.

ABFRL’s portfolio includes a variety of brands – from luxury to super premium, premium, sub-premium to fast fashion segments.