US-based youth brand Abercrombie & Fitch is looking to foray in India with the flagship brand and Hollister. The buzz is that Abercrombie & Fitch is in talks with a few Indian companies, including Myntra, to open standalone outlets of Abercrombie & Fitch and Hollister and give their online selling rights to the Indian firm.
Myntra, India’s largest fashion ecommerce player is making its offline debut by selling foreign brands like Spain’s Mango which in February changed its Indian partnership from Major Brands and DLF Brands to Myntra. As per sources, Myntra is likely to appoint Samarth Lifestyle and G&B Fashion as the sub-franchisees. The brand is planning to let two sub-franchisees run Mango stores instead of running offline stores itself, at least in the initial phases.
Founded 125 years ago, New Albany, Ohio-based Abercrombie, operates around 700 stores in its home market of the US and about 200 outlets in various other countries in Europe, Asia and Middle East among others. California beach-themed brand Hollister is the other brand Abercrombie Fitch owns and is also popular among teens.
NYSE-listed Abercrombie along with rivals Gap and American Eagle have been under attack from European brands such as Zara and H&M that offer trendier fashion at affordable prices and their virtually no logo strategy appealed to the changing tastes of young consumers.