7 For All Mankind (7FAM), the US-based premium denim brand, is now 10 years old. The brand, which started its journey in the year 2000, has earned recognition for its sophisticated fits and fashion forward washes and designs. Famously dubbed “Sevens” by fashion editors and stylists, the brand has continued to grow and evolve into a contemporary denim-lifestyle brand, expanding its product line to men’s and women’s sportswear in 2006, footwear in 2008 and eyewear in 2009.
The first 7 For All Mankind store in India opened at the Select Citywalk mall, Delhi, in January 2010.
“We have been in India for 11 months now and even though the response has been great, we feel we have a lot more to achieve. We believe in India as a region and its retail potential. Having said that, we are patient in our approach and not rushing into things. Maxxis and 7FAM are here for a long haul and we would like to learn from the ever-evolving market,” said Ramit Shakdher, managing partner, Maxxis Retail Pvt Ltd. Maxxis is the exclusive distributor for 7FAM in India.
Talking about the brand’s expansion plans in India, Shakdher said, “We are planning an EBO in Mumbai in 2011. In addition, we are planning shop-in-shops and selling to other MBOs in other cities. All these are in the works and terms are being negotiated. The investment will be up to Rs.2 crore in FY ’11.”
7 For All Mankind is part of VF Corporation’s Contemporary Brands coalition, which includes John Varvatos, Ella Moss and Splendid brands.
– Shubhra Saini
