Shoppers Stop, BCCL tie up to launch ‘Femina FLAUNT’

Shoppers Stop, India’s leading fashion retailer, and Bennett, Coleman & Co. Ltd. (BCCL) have recently announced a strategic partnership to extend Femina, one of BCCL’s flagship brands, into the consumer products space. As part of this ‘co-create and co-own’ partnership, BCCL will license ‘Femina FLAUNT’ to Shoppers Stop to design, develop, and retail the brand, exclusively across Shoppers Stop stores, in the core fashion categories – apparel, footwear, accessories and bags. FLAUNT is the retail identity developed by BCCL for Femina.
The ‘Femina FLAUNT’ range will be retailed exclusively through 300-400 sq feet of dedicated shop-in-shop space, within Shoppers Stop stores. The range will be launched in the Fall-Winter season this year, and will be available across 20 Shoppers Stop stores to begin with, and going upto 50 stores in three years.  Highlighting the uniqueness of the partnership, Sandeep Dahiya, Director & Business Head – Brand Extension, BCCL, said, “This partnership re-formats the existing licensing template in India, by creating a unique ‘co-create, co-own’ model that creates far more value at both ends. It not only gives Shoppers Stop a great opportunity to add one more strong franchise to its portfolio of premium labels, but also helps BCCL unlock significant value in its marquee brand, while still retaining the ownership of the brand.”