Aditya Birla Fashion and Retail Limited (ABFRL) emerged after the consolidation of the branded apparel businesses of Aditya Birla Group comprising ABNL's Madura Fashion division and ABNL's subsidiaries Pantaloons Fashion and Retail (PFRL) and Madura Fashion & Lifestyle (MF&L) in May 2015. Post the consolidation, PFRL was renamed Aditya Birla Fashion and Retail Limited.
ABFRL brings together the learnings and businesses of two renowned Indian fashion icons, Madura Fashion & Lifestyle and Pantaloons Fashion and Retail. ABFRL is India's No 1. Fashion Lifestyle entity with a combined revenue of Rs.7,181 crore for FY 2018 and EBITDA of Rs.501 crore for FY 2018.
The ABFRL umbrella includes:
Madura Fashion & Lifestyle is the custodian of several icons, including the top four fashion brands of India - Louis Philippe , Van Heusen, Allen Solly and Peter England — each of which clocked MRP sales in the vicinity of Rs.1,000 crore. It also includes India's first fast-fashion youth brand, People; India's largest fully integrated fashion multi-brand outlet chain, Planet Fashion; India's largest premium international brand retailer, The Collective and the British fashion icon, Hackett London's mono-brand retail in India.
ABFRL has also forayed into the men’s innerwear and athleisure market. Athleisure is an emerging space of multi-purpose wear that goes from gym to street to couch.
ABFRL has acquired exclusive online and offline rights to market the global brand – ‘Forever 21’ and its existing store network, in the fast-fashion segment in India.
To expand its international portfolio, ABFRL entered into exclusive partnerships with two of UK’s most successful fashion brands, ‘Simon Carter’ and `Ted Baker’. In August 2017, ABFRL entered into a multi‐store retail and e‐commerce license agreement with American Eagle Outfitters Inc.
Voted as 'India's Most Trusted Fashion Retailer,' (Brand Equity Survey of The Economic Times 2016/2017), Pantaloons, a division of ABFRL has always been one of the most loved large format fashion retailers in India.
Pantaloons began in 1997 as a Future Group company in the quest to equip the emerging Indian middle-class with an indigenous fashion retail format. Consistent with the times, the model was of a discount fashion retailer. Post-acquisition by the Aditya Birla Group, significant investments were made focused on store upgradation, expansion, deeper pan-India penetration, portfolio enrichment, brand building and organisation processes to lay the foundation for its future growth. The brand is now present in 136 Indian cities/towns.
Pantaloons offers a wide range of brand offerings across apparel and non-apparel categories and across varied price points.
It operates across categories of casual wear, ethnic wear, formal wear, party wear and active wear for men, women and kids. Womenswear is the lead category contributing to half of the total apparel sales. Non-apparel products include footwear, handbags, cosmetics, perfumes, fashion jewellery and watches.
Leading brands at Pantaloons
Pantaloons today retails over 200 licensed and international brands, including 20+ exclusive brands. The Pantaloons exclusive brand bouquet includes Rangmanch, Ajile, Honey, Akkriti, Chalk, Annabelle, Trishaa, Alto Moda, Poppers, Chirpie Pie; besides, it also features brands licensed on a long-term basis: Bare, Rig, SF Jeans, Byford, JM Sports, Lombard and Candie’s New York.
The company launched six new brands, including Alto Moda, SF Jeans, Candie's New York, Byford, Poppers and Chirpie Pie. Pantaloons also hosts Madura F&L's brands such as Louis Philippe, Van Heusen, Allen Solly, Peter England and People in menswear; Van Heusen and Allen Solly in womenswear, and Allen Solly Junior. It also retails partner brands such as John Miller, Celio, Spykar, Levis and Lee Cooper in menswear; Jealous 21, 109*F, AND, Chemistry and KRAUS in women's western wear; BIBA, Global Desi, and W in women's ethnic wear; Barbie and Ginny&Jony in kidswear. Pantaloons is available on all leading e-commerce portals.
Pantaloons enjoys a loyal customer base of 10.0 million (as of 31st March 2018), which is one of the largest among apparel retailers in the country. It runs its own four-tier loyalty programme called "Greencard".
The comprehensive marketing strategy of Pantaloons is a mix of traditional and new-age communication. It also exploits digital media to reach out to the Internet community. Additionally, it runs varied store and brand launch events and promotions, besides corporate tie-ups to enhance brand visibility and recall.
For more details, visit www.abfrl.com