DLF opens first Forever 21 store in Bangalore

Last week, fashion retail company DLF Brands opened the first store of American fashion brand, Forever 21, in Bangalore, following similar stores in Delhi and Mumbai. The company, a subsidiary of real estate company DLF, has invested around Rs 100 crores in this venture, through a mix of its own capital and funding from outside. The plan involves setting up Forever 21 stores that retail affordable clothing and accessories for men and women.

Apart from the existing stores in Delhi, Mumbai and Bangalore, the company will now open stores in Hyderabad and Pune, a flaghip in Delhi, and two more stores in Bangalore. The new stores would follow a mall format through a franchise model.

When Forever 21 ventured into India in 2010 with a franchisee agreement with West Asia-based Sharaf group, the brand could not see growth coming its way. However, in 2013, it pulled up the socks and inked a joint venture with DLF Brands to take advantage of the growth market. Known for its designs that are almost similar to the season’s international runway hits, Forever 21 is also banking on the fast-fashion approach to compete with its rivals.