Renfro India partners with Lagardère Group to launch ‘Elle Homme’ in India
today Jan 3, 2018
Renfro India has partnered with Lagardère Active Group (owner of the Elle brand) to launch the Elle Homme men’s innerwear and socks collection in the fast-growing men’s innerwear Indian market.
The licensing agreement with Lagardère will give Renfro India the rights to design, manufacture and market Elle brand products in India.
Elle will enter the Indian market with the Homme Innerwear Fall 17 collection which will include three product lines Prime, Elite and Fashion consisting of 19 different styles, the company said in a statement.
The brand will initially be launched in six states across India with availability in more than 135 retail stores. The brand plans to move into newer markets next year and has set a target 400 retail stores across the country.
Commenting on the partnership, Rohit Pal, Senior Vice President, and Managing Director Europe, India and Asia, Renfro in a statement said, “The acquisition of Elle Homme license into our portfolio is part of our strategy to expand our offering across more product formats with an elevated design focus and higher price points. We are strong in the socks category, and are now foraying into the fast-growing men’s innerwear category which has been bolstered by this license agreement with Elle Homme.”
Camille Thelu, Vice President & Managing Director, Lagardère Active Enterprises EMEA & India, added, “We are excited to partner with a company like Renfro to further develop and expand our range of products in India. Renfro’s expertise in these categories will provide a fresh design perspective and exceptional product quality to the Indian consumers. The Elle brand serves as a reference around the world and has already created a deep impression on Indian consumers with its exciting women’s apparel collection, and unique ‘French Lifestyle positioning’.”
The partnership was facilitated by LicenseWorks, the specialist corporate brand licensing agency. Elle brand is owned by the Lagardère Active group based in France while Renfro India is the largest sock manufacturing, marketing, selling and distribution company in India.
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