Shoppers Stop launches ‘Femina Flaunt’ fashion brand

Shoppers Stop has launched clothing and accessories brand Femina Flaunt, owned by Bennett, Coleman & Co (BCCL), one of India's leading multimedia groups. The brand will be exclusively retailed through dedicated shop-in-shop space within Shoppers Stop stores.

The new collection will initially be unveiled across 17 stores, and then increased up to 75 stores in the next three years. Flaunt's debut range will consist of apparel, footwear, accessories and bags.

Through this co-create and co-own partnership, BCCL decided to license 'Femina Flaunt' to Shoppers Stop, which will design, develop and retail it exclusively across its stores in the core fashion categories. Shoppers Stop has developed the 'Femina Flaunt' range in the premium space, targeting today's urban, independent, progressive and discerning woman, between 25-35 years of age and working and living in the top 25 cities.

The company recently announced plans to establish exclusive and private brands under its portfolio, which it expects to contribute 15 to 25 percent sales. Shoppers Stop has exclusive brand tie-ups with cricketer Virat Kohli's 'Wrogn', 'Desigual', and will launch few more this year, including Sonam Kapoor and Rhea Kapoor's brand, 'Rheason'.