Reliance Brands Limited (RBL) has signed a definitive agreement to invest (either through itself and/or through its subsidiaries) in India’s leading couturiers Abu Jani Sandeep Khosla (AJSK) for a 51% majority stake. The strategic partnership aims to accelerate the growth plans of the 35-year-old fashion house in India and around the world.
Abu Jani and Sandeep Khosla, based in Mumbai, are India’s foremost couturiers. Their design tradition began in 1986 and their couture label Abu Jani Sandeep Khosla is internationally renowned for its cutting edge quality and classically elegant style. Each ensemble is a delicate blend.
The richness of India’s heritage, infused with divine, groundbreaking design, makes every AJSK garment a modern masterpiece. Over the past three decades, they have built an enviable reputation as pioneers in reviving the best of the past and shaping it for the future. Trendsetters for haute couture, they are best distinguished by the introduction of Mirrorwork, Crushed Cotton and Silk, Chikankari and Khadi as Couture.
The label stands for excellence. The finest fabrics are combined with the most exquisite embroideries and intricate embellishments to create unparalleled quality and aesthetic appeal. The emphasis is on timeless style rather than transient trends. It is this concentration on uncompromising quality and eternal elegance that leads customers to wear outfits they bought ten years ago for today’s important events. An AJSK ensemble is seen as a wise investment because of its repeat value.
The label is best distinguished for its embroideries, which have taken them to unprecedented and unparalleled heights. It is more trendsetting than a trend following label. The clothes are coveted as much for their touch and feel as they are for their appearance. The label is rightly recognized as the best choice for formal, occasion, red carpet and bridal/wedding wear when it comes to the discerning luxury customer.
Their fashion house Abu Jani Sandeep Khosla currently has three other labels, ASAL by Abu Sandeep, a diffusion, formal, occasion and wedding, womenswear label, GULABO by Abu Sandeep, luxury fun separations, with casual and formal wear for women and MARD from Abu Sandeep, a menswear label for formal and occasion wear.
“Working with India’s foremost couturiers, who occupy an unparalleled position in Indian fashion for their fine craftsmanship and impeccable attention to detail, techniques and embroideries, is exciting as it allows us to build a stronger platform for their diligent dedication to the reinventing Indian crafts. † Inspiration from the old to create with an entirely new approach is their gift. Abu Sandeep has been extremely successful for over three decades and it is time for their pursuit of presenting their unabashed vision of luxury to reach every nook and corner of the globe, creating a unique space for the brand worldwide, making them true ambassadors of the Indian style,” said Isha Ambani, director of Reliance Retail Ventures Ltd. (holding company of all retail companies in the Reliance Industries Limited group).
With this new partnership, the brand is committed to championing the incredible Indian artisans and bringing their amazing craftsmanship to the world stage. This renewed focus will enable the brand to position India as a maker of the best, competing with the best around the world.
“When we started Abu Jani Sandeep Khosla, our mission was clear: we wanted to bring India’s impeccable craftsmanship and sense of style that had evolved over the centuries to the modern world. We wanted Indians to be proud of our culture and we are committed to ensuring it is revered in the global fashion landscape. Over the past 35 years we have done just that, not only have we brought traditional techniques back to life, but we have also created new ones that reflect the taste and culture of modern India. With the support of Reliance Brands, we can finally realize our ambition of global expansion. With RBL’s world-class team driving our brand onto the global stage, this is an exciting time for Indian fashion. With this new venture, we hope to permanently place our craft where it belongs, on the best runways and racks around the world,” said Abu Sandeep.
Abu Jani and Sandeep Khosla will continue to lead the design and creative direction of the brand.
RBL is a subsidiary of Reliance Retail Ventures Ltd and began operations in 2007 with a mandate to launch and grow global brands in luxury to premium fashion and lifestyle segments. Over the past five years, RBL has also invested in building and operating homegrown Indian designer brands.
The current portfolio of brand partnerships includes Armani Exchange, Bally, Bottega Veneta, Brooks Brothers, Burberry, Canali, Coach, Diesel, Dune, EA7, Emporio Armani, Ermenegildo Zegna, G-Star Raw, Gas, Giorgio Armani, Hamleys, Hugo Boss, Hunkemoller, Iconix, Jimmy Choo, Kate Spade New York, Manish Malhotra, Michael Kors, Mothercare, Muji, Paul & Shark, Paul Smith, Pottery Barn, Pottery Barn Kids, Raghavendra Rathore, Replay, Salvatore Ferragamo, Satya Paul, Steve Madden , Superdry, Scotch & Soda, Tiffany & Co., Tory Burch, Tumi, Versace, Villeroy & Boch and West Elm.
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