Landmark Group to scale down its fashion brand Splash in India

Dubai-based Landmark Group is planning to shut down a number of outlets for its fast-fashion brand Splash in India. The company will now focus on its power retail brands such as Lifestyle, Max, and Home Centre.
Landmark Group to close Splash stores in India - Splash Fashion

Landmark Group will restrict Splash’s offline operations to specific regions and continue to sell online across the country.
Splash is one of the largest fashion retailers in the Middle East however it failed to take off in India due to its high pricing and competition from brands like H&M and Zara among others.
Splash had earlier announced that it plans to take its store count to 50 in the next three years and also earmarked an investment of Rs 150 crore ($21.8 million) on its offline expansion. It currently has 18 stores in the country.
"For strategic reasons, Landmark Group has decided to focus on its power retail brands such as Lifestyle, Max, Home Centre and emerging concept EasyBuy each of which is a leader in its segment. In view of the power brands focus, we have decided to restrict Splash operations to specific regions and online channels. Consequently, most of the Splash employees have been absorbed in other Landmark Group companies,” said Vasanth Kumar, managing director at Lifestyle International told the Times of India.
Last year, Splash had partnered with Ace Turtle to strengthen its digital presence and boost its online growth in India.

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