Now, DKNY Likely to Bid Adieu to In­dia

The Economic Times - - Brands: Creating Desire -

Ra­sul Bailay & Anu­meha Chaturvedi

New Delhi: Amer­i­can pre­mium fash­ion brand DKNY has be­come the lat­est on a list of global brands that have failed to crack the In­dian market and de­cided to move out. Sev­eral mall ex­ec­u­tives and DKNY store man­agers ET spoke to con­firmed the de­vel­op­ment, though the head of its In­dia fran­chisee, DLF Brands, de­nied the com­pany was com­pletely ex­it­ing the coun­try.

“DKNY is pack­ing and ex­it­ing In­dia,” said a top ex­ec­u­tive of a mall in New Delhi, where the brand closed its store re­cently. Timmy Sarna, head of DLF Brands, said the com­pany has closed “a few” stores but will con­tinue to op­er­ate four out­lets — all in DLF-owned malls in the Na­tional Capital Re­gion. “We are con­tin­u­ing with four stores and have shut two loss-mak­ing stores. There was one in Kolkata and one in Mum­bai which we shut,” he said. How­ever, the DKNY out­let in DLF’s Mall of In­dia in Noida – among the ones which Sarna said will con­tinue to op­er­ate – is clos­ing, ac­cord­ing to sources. Same is the case with DLF Place Mall in Saket, where the DKNY out­let is shut­ter­ing in March, ac­cord­ing to an­other source. An email sent to DNKY in the US did not elicit any re­sponse for sev­eral days. Sources say the brand could be ex­it­ing In­dia due to dif­fer­ences with the In­dian part­ner. How­ever, Sarna de­nied the al­le­ga­tions.

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