Reliance Retail launches premium in-house fashion and lifestyle store Azorte
As per media reports, Reliance Industries' retail unit launched its first in-house premium fashion and lifestyle store. The new store chain, called Azorte, the first of which was launched in Bengaluru, will compete with international brands like Mango and Zara, and cater to millenials and Gen Z. The store covers an area of around 18,000 square feet. The new store format is equipped with tech-enabled interventions such as smart trial rooms, fashion discovery stations, aisles and self-checkout kiosks.
The mid-premium fashion segment is one of the fastest growing consumer segments as millennials and the Gen Z are increasingly demanding the latest of international and contemporary Indian fashion. Reliance Retail plans to have up to 40 Azorte stores across 12 cities over the next nine months. The launch of the new store chain is in line with Reliance Retail’s plan to aggressively expand the retail network and forge alliances with domestic and global brands. Over the next three years, the company has aspiration of Azorte contributing 15% of incremental revenue of Reliance Retail's fashion and lifestyle business. The store caters to a wide array of product categories such as western wear, Indian wear, kids wear, footwear, fashion accessories, home and beauty and is expected to provide thrust to the company’s revenues.