AZORTE, Reliance Retail’s fashion-lifestyle store, takes on Zara and Mango

Reliance Retail on Thursday launched high-end fashion and lifestyle retail brand AZORTE in Bangalore in a bid to boost its presence in the luxury market in the country.

At approximately 18,000 square feet in size, the AZORTE store is the latest addition to Reliance Retail’s fashion and lifestyle portfolio, which will compete with Zara, owned by Mango and Industria de Diseno Textil SA, and will cater to millennials and Gen-Z.

“The mid-range fashion segment is one of the fastest growing consumer segments as Millennials and Generation Z increasingly demand the latest in international and contemporary Indian fashion,” said said Akhilesh Prasad, general manager of the fashion and lifestyle segment of Reliance Retail.

It will house high-end international and contemporary Indian fashion products and offer an assortment of Western and Indian clothing, footwear, fashion accessories, home, beauty and more, the company said in a statement.

The new store format includes technology interventions such as smart try-ons, fashion discovery stations, endless aisles and self-checkout kiosks. The company plans to increase its store presence in key markets over the coming months.

On Tuesday, Reliance Retail announced the launch of its fashion and lifestyle department store format – Reliance Centro.

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