DLF announces five lifestyle brands in India

DLF Brands announced the unveiling of five internationally successful lifestyle brands in India.

All five brands will be available at stores located at DLF Place, Saket, New Delhi. The company has aggressive plans to market and strategically promote each of the brands across India.

The brands include iconic fashion labels like Boggi, a super premium Italian men's wear brand; Alcott, the young and trendy Italian apparel and accessories brand; Piquadro, a high-end, Italian luggage brand; Sia Home fashion, a French premium home decor brand and Sunglass Hut, the largest sunglass specialty retailer in the world with over 2000 retail locations worldwide.

Earlier this year DLF Brands had entered into the luxury lifestyle segment with Armani and Ferragamo with a joint venture arrangement. Now it is diversifying its portfolio by introducing brands across premium and super premium segments and various product categories.

The company is following a similar route for Boggi and Piquadro. The company has opted for sole franchising partnerships for the other brands; Alcott, Sia Home and Sun Glass Hut.

Timmy Sarna, vice chairman of DLF Brands said, ''It is our vision to augment a change in lifestyle by providing Indian consumers internationally successful brands at their doorstep. Our focus is the domestic market and we plan to expose our audiences to a wide range of lifestyle brands across luxury and premium product categories. We want to cater, not just to a niche segment, but also to a much larger and younger customer base.''

Boggi is known for its cutting-edge style and design sensibility while Alcott offers international, young fashion  in competitive price brackets. Piquadro enjoys a reputation for state- of- the- art, tech–inside, highly innovative options in luggage and accessories. Sia Home Fashion's USP includes its handmade, almost life-like flowers crafted from the most exquisite fabrics apart from an exclusive array of international home décor products. Sunglass Hut is unparalleled in its product range and exhaustive brand bouquet.

Speaking on the occasion Kelvin Coyle, managing director, DLF Brands said, ''We want to address the existing need gap of consumers, by offering international lifestyle brands at accessible prices. We are committed to taking lifestyle retail to the next level by bringing a paradigm shift in the business of premium fashion. Our products will be sourced directly from the brand headquarters in Italy and France and the product range and styles will be at par with global markets.''