Aditya Birla Fashion & Retail is in an advanced stage of talks with American Eagle Outfitters to open standalone outlets of the US fashion brand popular with the youth.
The retail arm of the Aditya Birla Group is looking for the rights to sell the brand both offline and online in India.
Interestingly, in 2015, the US firm had dragged Aditya Birla Fashion’s department store chain, Pantaloons, to the Delhi High Court alleging trademark infringement by the Indian company.
Talks with American Eagle are part of Aditya Birla Fashion’s aggressive push to form partnerships with foreign brands as it seeks to compete in India’s changing landscapes in fashion and lifestyle.
According to various industry sources, the fashion business of the Aditya Birla Group is under pressure from investors, also India’s fashion scene has been redefined in recent years by brands such as Zara and Swedish fashion retailer H&M.
The retail arm owns brands including Louis Philippe, Van Heusen, Allen Solly and Pantaloons department stores.
Aditya Birla Fashion has also tied up with New York-based department chain Saks Fifth Avenue and plans to roll out the Saks branded outlet, near New Delhi’s international airport.
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