Geoffrey Beene to partner with Arvind's apparel chain

01 Jun 2011 Evaluate

Geoffrey Beene, will partner Arvind Ltd's discount apparel chain Megamart. The licensing agreement comes less than six months after Megamart signed up with Nasdaq-listed Iconix Brand Group's youth brand Mossimo. Megamart is the Rs 400-crore retail subsidiary of textile firm Arvind Ltd. The maker of Arrow , US Polo and Energie lifestyle brands in India, operates around 200 Megamart outlets. It will expand this to 250 brands this fiscal.

Present across 15 countries, the brand is likely to be retailed at Rs. 1100 a shirt on the back of manufacturing in India.  For Megamart, Geoffrey Beene will bring to its portfolio international menswear formals to blend in with American family brand Cherokee, which clocked sales of Rs. 70 crore last fiscal. Mossimo, which is targeting an August launch in India, will instead work on increasing Megamart's franchise with the youth through apparel, fragrances and footwear. 

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