To make, market designer brand’s products in India.
After roping in the likes of Energie and Elle, Ahmedabad-based textile major Arvind Ltd. has now tied up with yet another major international brand, Geoffrey Beene, LLC for apparel and non-apparel products.
Under an agreement, Arvind Retail Ltd., a vertically integrated arm of Arvind Ltd. will have the rights to produce and market Geoffrey Beene products for its own retail format, Megamart stores, including franchisee operated stores.
Talking about the tie-up, J. Suresh, managing director and CEO, Arvind Lifestyle Brands Ltd and Arvind Retail Ltd said, "We are delighted to bring one of the world's best designer brands Geoffrey Beene, to India. Geoffrey Beene, with its unique design signature will bring a new dimension to formal dressing in India. The brand will substantially improve the value of our offerings in Megamart which is now emerging not only as India’s leading value retail chain, but a value retail chain with unmatched set of great brands both international and Indian."
Geoffrey Beene has licensed Arvind Retail Ltd. to manufacture and market its men's apparel and non apparel products.
The initial term of the license agreement is through 2021, with renewal options that would extend the term through 2031.
With Megamart stores offering apparel and non-apparel products in the value range, the positioning of the American designer brand at accessible price points is a perfect fit for the growing middle class in India, said Merle Sloss, executive vice president and president of licensing of Geoffrey Beene, LLC.
The product line includes tailored clothing, dress shirts, sportswear (shirts, pants and sweaters), jeans, active wear, outerwear, innerwear, neckwear, footwear, belts, gloves, wallets, bags, backpacks, socks, caps, briefcases, laptop cases, watches, sunglasses, scarves, handkerchiefs and cufflinks.
"Geoffrey Beene is confident that Arvind has both the expertise and leverage to establish the brand in this important region of the world and expand the brand's presence in Asia," said G. Thompson Hutton, President and CEO of Geoffrey Beene, LLC.
With its agreement with Geoffrey Beene, Arvind has added another international brand to its licensing relationships with many international Brands namely, Gant, Arrow, Izod, Energie, US Polo Association, Mossimo and Cherokee.
Apart from the portfolio of international brands through licensing agreements, Arvind also has JV’s with VF Corp and Tommy Hilfiger. Arvind runs India’s largest value retail chain, Megamart.
