DLF strikes deal with Mango

Real estate giant DLF is ramping up its presence in the fashion retail industry after striking a licensing

deal with Spanish brand Mango. This comes at a time when DLF Brands, which is a subsidiary of DLF Ltd, has unveiled two new retail formats, including a multi-brand store chain, of its own. Mango, with over 1,700 doors worldwide, decided to sign up DLF as partner to fast track expansion after nearly a decade of operations in India. The Spanish clothing major has been in partnership with Major Brands through which it opened 15 stores. The existing stores will continue to be operated by Major Brands, while DLF will be spearheading the new store openings. DLF, which has already opened Mango's travel retail store at the new terminal of New Delhi airport, plans to add six more stores this year.

Mango, which battles other fashion brands like H&M and Topshop globally, wants to scale up briskly as competition is increasing in India's top-end fashion retail. DLF, which slowed down its fashion retail play in the wake of economic turmoil in 2008, operates other global fashion names such as Armani, DKNY, Ferragamo and Mothercare. DLF is set to launch a multi-brand retail store chain leveraging on its basket of international fashion brands. These stores will also stock brands that are not part of DLF Brands and will be like a premium discount store stocking high-end fashion labels but at lower prices. The first of the multi-brand stores spread across 10,000 sq. ft. will open in Gurgaon. DLF has also launched Pure Home and Living, a premier home decor and furnishing brand of retail stores. The first of the stores opened in Delhi two months back. The group is looking to open 4-5 more stores in Mumbai, Bangalore and Pune by the end of this year.