Reliance Brands, a unit of Reliance Industries, has signed a franchise agreement with American fashion label BCBG Max Azria, which is known for dressing up Hollywood A-listers, states a leading daily. The agreement marks the entry of a women’s only apparel brand in Reliance’s portfolio which offers brands including Kenneth Cole, Diesel, and Brooks Brothers amongst others. Reliance will open standalone stores of BCBG Max Azria.
BCBG Max Azria collection will be priced between Rs 6,000 and Rs 20,000 while the Generation label will cost from Rs 4,000 to Rs 12,000, the report mentions.
Founded 25 years ago by the French designer Max Azria in Los Angeles, BCBG stands for “bon chic, bon genre,” which means “good style, good attitude” and claims to offer fashion at affordable prices.
Reliance Brands operates around 98 stores of 15 global fashion brands and expects to finish the year by taking the count to 115 stores.
