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D:FY launches its first brick-n-mortar store in Mumbai

By Satarupa Chakraborty | August 22, 2018

The sportswear brand has launched their first exclusive store spanning across 4000 sq ft at Mumbai’s Phoenix Marketcity. The brand plans to open 22 stores across 9 cities eventually, taking the store count to 100 by 2022.

Sportswear brand and Amazon Fashion exclusive, D:FY has recently launched their first brick-and-mortar store at Phoenix Market City, Kurla in Mumbai. The flagship spans over 4,000 sq. ft., which will house a complete range of D:FY shoes, apparel and accessories. Additionally, D:FY  will be available exclusively online only on Amazon Fashion to ensure a pan India presence. The brand has revealed their plan to open 22 stores across 9 cities, eventually taking the store count to 100 by 2022.

Commenting at the launch event, Rajiv Mehta, Founder & Director of KAN DFY Sports Pvt Ltd said, “D:FY will always be a product first company. We strongly feel the need to give greater value to the consumer without compromising on quality. Using top tier factories and best-in-class material, D:FY will give you enhanced performance at a fantastic price. Additionally, Amazon is customer centric and is known for its fast and efficient delivery. Our presence on Amazon Fashion will allow us a wider reach to customers throughout the country.”

Prashant Desai, Founder & Director, KAN D:FY Sports Pvt Ltd said, “We see a huge opportunity for technology-led, accessible sports gear in India. As a society, we are getting serious about sports. Every sport journey begins with great sports gear and why should it be so expensive? D:FY will make great sports gear at honest prices. We begin with 22 stores and plan to take this to 100 by 2022.”

Commenting on the same, Mayank Shivam, Director, Category Management, Amazon Fashion said, “We are excited to launch the youthful sportswear brand D:FY on Amazon Fashion. Their exclusive presence online on Amazon reiterates their trust in us. We have worked hard to grow the Sportswear category from strength to strength offering a varied selection at affordable price points. We are sure that customers all over the country are excited to shop from this exciting new collection.”

Announcing their recent investment in KAN D:FY Sports Pvt Ltd, Ritesh Sidhwani, Founder of Excel Entertainment, said, “Both Farhan and I love sports and being fit is the best gift we can give ourselves. The sportswear industry in India is seeing a transformation. We liked the space that D:FY is attempting to create. We liked their approach to build a true Indian sports brand with focus on the product. We will work with team D:FY and help them build a powerful brand much like what we have done with our movies. We wish them the very best.”

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