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Reliance Brands to open 4 White Crow stores by 2020

By Smita Sinha | September 26, 2019

The White Crow, first opened in Ahmedabad early this year, is based on the concept of mixed merchandising, and is designed to bring Indian and global premium brands together under one roof.

Reliance Brands Limited that opened the first-ever multiband concept store The White Crow (TWC) in Ahmedabad will open four more TWC stores in India by March-April 2020, taking the total number of stores to five.

“Our White Crow stores in Chandigarh and Hyderabad are under construction and we have signed on two more White Crow stores. By March-April 2020, we will have five TWC stores after the success of Ahmedabad store, which is doing extremely well,” Darshan Mehta, President and CEO, Reliance Brands told Retail4Growth on the side-lines of India Retail Forum 2019 held in Mumbai.

Spread across 8,000 sq ft, the store in Ahmedabad is designed to bring Indian and global premium brands together under one roof. With brands like Superdry, Salvatore Ferragamo, Scotch & Soda, Adidas Originals, Brooks Brothers, Onitsuka Tiger, G-Star Raw, Steve Madden, Armani Exchange, Coach, Diesel, Replay, Dune, DC Shoes, Canali and Kate Spade, among others, offered within a single door, TWC addresses the needs of the fashion-conscious and aspirational consumers of luxury in the city of Ahmedabad.

Also read Reliance Brands acquires Hamleys for Rs 620 cr

One of the most interesting aspects of TWC is the concept of mixed merchandising, as against the usual shop-in-shop format and the categorisation based on products rather than brands. The store thus presents a uniquely curated fashion collection from over 44 premium brands.

In terms of expansion, overall RBL is planning to open 100 stores across categories in the current financial year.

“We are scheduled to open in the current year 100 stores and we are well on our target to open 100 plus stores across our portfolio brands,” Mehta said.

RBL , which acquired British toy retailer Hamleys for Rs 620 crore in May this year , has opened 25 Hamleys store between April until September and will continue to open more stores.

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The White Crow: Giving wings to aspirations

Reliance Brands Ltd.’s new retail initiative, The White Crow, spread across 8,000 sq ft at Sindhu Bhavan Road in Ahmedabad is the first ever multi-brand outlet bringing together all the premium brands under one roof. In an exclusive interview with Retail4Growth, Darshan Mehta, President & CEO - Reliance Brands Limited (RBL), takes us through the journey of The White Crow (TWC).



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