BCBG Max Azria opens debut store in New Delhi

International contemporary women's clothing brand BCBG Max Azria has opened its first store in New Delhi’s DLF Emporio after it announced a long-term franchise agreement with Reliance Brands, a unit of Reliance Industries. The label is known for dressing up scores of Hollywood A-listers like Angelina Jolie and Halle Berry. BCBG will be the first women's only apparel brand in Reliance's portfolio, which includes Kenneth Cole, Diesel, Brooks Brothers besides several others.

Reliance had announced plans of launching standalone stores of BCBG Max Azria, the flagship label of the billion dollar group, and BCBGeneration, this year. The BCBG Max Azria merchandise would be priced from Rs 6,000 to Rs 40,000 while the Generation collection will be available between Rs 4,000-12,000.

The Tunisia-born French designer Max Azria, founded the group 25 years ago in Los Angeles. The label began offering fashion at affordable prices much before brands like Zara and H&M entered the scene.