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Reliance Retail has aggressive expansion plans for their new retail format Project Eve which is focused on women. They plan to spread to the country’s top 10 cities. Project Eve is a women centered department store aimed at offering the full range of fashion and lifestyle needs encompassing lingerie, clothing, makeup, jewellery and accessories, perfume, and traditional wear. Reliance Retail has partnered Marks & Spencer to launch the brand’s only global shop in shop (SIS) within the store that sells their lingerie collection and, within the next few months, Project Eve stores will also be furnished with cafes.

So far, the department store has been launched in Mumbai, Bengaluru and Chennai and Reliance Retail does not plan to stop there. Ten Tier I cities is their first expansion target and in order to raise awareness of, Reliance Retail is also conducting online and offline marketing campaigns targeting women. The latest is their “Catalogue of Me” campaign that invites women to come to the retail space for a free in-store fashion photoshoot.

Project Eve has also become the exclusive Indian retailer for two international brands: Saint Tropez and the plus size clothing line Juna Rose. Along with these labels, other international brands including Issey Miyake, Gucci, Huge Boss, Bvlgari, and Elizabeth Arden are now available in the multi-brand stores as well as a large selection of Indian brands.