Reliance Retail's fashion-lifestyle store AZORTE to take on Zara, Mango

The company plans to ramp up the store presence across key markets over the coming months

Reliance Retail on Thursday launched a premium fashion and lifestyle store brand AZORTE in Bengaluru in its bid to amplify its luxury market presence in the country. 

With a size of around 18,000 square feet, AZORTE store is the latest addition to Reliance Retail’s fashion and lifestyle portfolio, which will compete with the likes of Mango and Industria de Diseno Textil SA-owned Zara, and cater to millenials and Gen-Z.

“The mid-premium fashion segment is one of fastest-growing consumer segments as millennials and the Gen-Z are increasingly demanding the latest of international and contemporary Indian fashion,” said Akhilesh Prasad, chief executive