BCCL launches 'Femina Flaunt' with Shoppers Stop

As part of this unique 'co-create and co-own' partnership, BCCL will license 'Femina Flaunt' to Shoppers Stop, to design, develop, and retail the brand exclusively across its stores.

Bennett, Coleman & Co. Ltd. (BCCL), one of India's leading multimedia groups, and Shoppers Stop, one of India's leading fashion retailer, have announced a strategic partnership to extend Femina, one of BCCL's flagship brands, into the consumer products space.

As part of this unique 'co-create and co-own' partnership, BCCL will license 'Femina Flaunt' to Shoppers Stop, to design, develop, and retail the brand, exclusively, across Shoppers Stop stores, in the core fashion categories of apparel, footwear, accessories and bags. 'Flaunt' is the retail identity developed by BCCL for Femina.

Commenting on the partnership, Vineet Jain, managing director - BCCL, says, "This is in line with our brand extension strategy to partner with the best-in-class players to unlock immense hidden value in many of our marquee brands. As a group, we've always been ahead on the innovation curve, and this partnership is another such example."

Govind Shrikhande, customer care associate and managing director, Shoppers Stop, adds, "In line with our brand philosophy of 'Start Something New', we have embarked on a new partnership with the BCCL group to launch 'Femina Flaunt' in our stores. The premium positioning of this brand fits seamlessly into our diverse portfolio of premium brands. We are positive that 'Femina Flaunt' will be a huge success with our discerning customers."

Speaking on the development, Sandeep Dahiya, director and business head, brand extension, BCCL, says, "It's a unique partnership that brings together complementing strengths from two formidable industry leaders, in a format that's a win-win for both. With Shoppers Stop as the partner, we're confident of stability, sustainability and, most importantly, scalability of our brand, in these categories."

The 'Femina Flaunt' range will be retailed exclusively through 300-400 sq. feet of dedicated shop-in-shop space, within Shoppers Stop stores. The range will be launched in the Fall-Winter season this year, and will be available across 20 Shoppers Stop stores to begin with and going up to 50 stores by the third year.

Salil Nair, customer care associate and chief executive officer, Shoppers Stop, comments, "We are happy to be the exclusive retailer partners for BCCL's new venture 'Femina Flaunt'. Our partnership with BCCL bears testimony to our efforts to consistently offer fresh, exclusive and unique brands to our customers. With Flaunt, our customers will have an additional choice in the aspirational women's wear segment."

Highlighting the uniqueness of the partnership, Dahiya adds, "This partnership re-formats the existing licensing template in India, by creating a unique 'co-create, co-own' model that creates far more value at both ends. It not only gives Shoppers Stop a great opportunity to add one more strong franchise to its portfolio of premium labels, but also helps BCCL unlock significant value in its marquee brand, while still retaining the ownership of the brand."

Femina's 'Flaunt' range is being developed for the premium space, targetting today's urban, independent, progressive and discerning woman, who is 25-35 years old, working and residing in the top 25 cities.