The Creative Group is speedily deepening its domestic roots in retail industry by raising the chain of its exclusive brands. The company has lately brought up a young women’s brand O2Xygen, with an exclusive marketing arrangement with Central, and two casual wear brands for men called Urban Republic with an exclusive tie up with Brand Factory (Future Group); and Tom Collins with an exclusive tie up with Reliance Retail in their Reliance Trends format.
Commenting on the emerging trend of creating labels exclusively for a retail format, Rahul Mehta, Managing Director, Creative Lifestyles says, “This is a new trend which we and retailers are capitalising on. Retailers want to create a unique proposition for customers and build up their own identity. They are looking for brands that are marketed only through their outlets. It’s a trend that started with Future Group and now Reliance is following the model.”
The Group already has two active brands, which are leaders in their own categories — Portico in Home Fashion, and 109°F in women’s western wear. Creative Lifestyle, the division of the Group also launched its Indo-western line of women’s wear, under the brand name Fusion Beats. Having connected with its target consumers instantly, the brand is now being retailed through all leading chains such as Shoppers Stop, Pantaloons, Central and Lifestyle.