Kishore Biyani will launch high-end Cover Story EBO next month

Kishore Biyani-led Future Group is all set to take on high-end global brands such as Zara and H&M head on with the launch of its first EBO for women’s fast fashion brand ‘Cover Story’. The launch will take place in Mumbai’s Infinity Mall next month.

The brand was soft-launched earlier this month at select Central stores in a shop-in-shop format. Future Group will launch a second outlet in Delhi soon. The store will launch Cover Story’s Summer ’16 collection which would comprise contemporary and varied styles across apparel, accessories and shoes. The collection will have nine unique storylines, each designed keeping form, fabric and fit in mind. The styles will be priced between Rs 700 and Rs 4,000, and fresh styles will be introduced every week. It is believed that all Cover Story merchandise is being designed out of London-based Future Style Lab (FSL). It is Future Group subsidiary set up in 2015 to tap into the fast fashion market in India. Future Group will source globally and the merchandise will be produced in India.

Cover Story will bring the latest styles from different part of the world. The merchandise will be conceptualised by an international team of designers led by Ainsley Mackney, based on Victoria Street in London. And to keep pace with Zara and H&M’s aggressive expansion plans, Biyani will also roll out Cover Story stores in key cities across the country.