COVER STORY TO LAUNCH AC­CES­SORIES LINE SOON ; EYES 100 DOORS BY END 2018

Business of Fashion - - Contents -

Kishore Biyani-led Fu­ture Re­tail launched fast fash­ion brand Cover Story al­most two-and-half years back with an aim to take in­ter­na­tional brands like Zara and H&M head on.

The com­pany then pro­ceeded to set up a de­sign house based out of Lon­don to de­velop cut­ting edge fast fash­ion. This de­sign house was dubbed Fu­ture Style Lab, a wholly-owned sub­sidiary of Fu­ture Group, which de­vel­oped and pro­cured styles for Cover Story. And since then there has been no look­ing back.

Ac­cord­ing to Man­jula Ti­wari, CEO, Fu­ture Style Lab, a fan­tas­tic growth has been seen for the brand, in terms of its pop­u­lar­ity with cus­tomers and re­tail­ers alike. “Be­ing just a 2.5 year old brand, Cover Story has es­tab­lished it­self as a for­mi­da­ble com­peti­tor in the fast fash­ion space to in­ter­na­tional play­ers. The brand is among one of the very few In­dian brands to be present on ground floor lo­ca­tions across the lead­ing malls in In­dia, a great in­di­ca­tion of the jour­ney so far.”

“We place cus­tomers in the cen­tre of all that we do. Our prod­uct is a blend of lat­est trends and suit­abil­ity in the In­dian con­text and that has struck the right chord with our cus­tomers,” she adds.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.