Reliance Retail Unveils Fashion World by Trends: 500 Franchise Outlets Set for Rural Fashion Takeover

15 Dec 2023 , 11:44 AM

Reliance Retail is expanding into tier 2, 3, and lower towns with its value apparel retail outlets under the Fashion World by Trends brand.

The expansion primarily relies on the franchise model, with ambitions to establish more than 500 stores, competing with rural-focused chains like V-Mart Retail.

Five Fashion World by Trends stores have already been opened in locations such as Siliguri, Dhule, and Aurangabad. The outlets cover around 5,000 square feet, while the larger Trends format spans between 8,000 to 24,000 sq ft.

This marks the first dedicated format for small markets and a broader reach into rural areas.

Fashion World by Trends will offer distinct merchandise assortments, customized for each market, with more affordable options targeting first-time buyers of branded and ready-made apparel.

Reliance Retail aims to establish 20 Fashion World by Trends stores by the end of the current month and over 100 stores within a year, focusing on towns where Trends stores are not present.

These outlets, mainly targeting towns with populations of less than one lakh, will offer a range of apparel, including ethnic wear, kids' wear, and men's and women's clothing from national value brands and Reliance-owned labels.

Reliance Retail sees the franchise-based expansion as an opportunity to widen its business-to-business scope in the branded apparel segment.

Reliance expresses the capability to transform current apparel retailers into Fashion World by Trends stores, subsequently providing supplies through the B2B distribution channel.

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