Local partners of global brands launch own labels

Many domestic retailers, who have been in the forefront of bringing

in well-known international brand to India are now utilising their experience to launch their own labels. Planet Retail, for instance, which has brought brands like Debenhams, AcceSSorize, Nautica and Next into the country, has gone solo with handbags brand Lavie. Similarly, DLF Retail, which has tied up with brands such as Claire’s and DKNY, had launched in-house home decor chain Pure Home + Living a year ago. It is now planning to launch another format called Pure Kitchen Studio by November. Another example is Lalit Kishore, master franchisee of sports footwear brand Lotto in India. Kishore launched his own brand of footwear called Globalite.

Experts point out alliances helps the domestic partner gain insight in the entire retailing process. The strategy is simple, learning and gaining expertise in economics, consumer preferences and processes through international partnerships and then using the knowledge to float own labels. Moreover, international partnerships also help build a sophisticated team with focused skill sets.