West Elm partners with Reliance Brands Ltd for India entry

By

Maverick Martins

Published
Nov 22, 2021

Brooklyn-based home retailer West Elm has partnered with Reliance Brands Limited for its entry into the Indian market.
 

The brand launched in the country with its first store in Mumbai at Jio World Drive, followed by a second store in Gurgaon at the Ambience Mall.
 
West Elm stores will offer products including functional furniture, bedding and bath, kitchen and dining, lighting, décor and more.

Commenting on the partnership, Puneet Behal, senior vice president at Reliance Brands Limited, in a statement said: “The new West Elm stores are a lifestyle experience where we want everyone to explore and discover the beauty of West Elm designs. We are here to help create a space that reflects you and what you love. That means forward-thinking, problem-solving design that unites value, quality and responsible manufacturing.
 
“The brand’s entry into the Indian market is strategic, filling the void of a comprehensive modern lifestyle brand that’s accessible to the design-conscious customer,” he added.
 
To offer an Indian touch, West Elm has partnered with interior designer, Ashiesh Shah, to create an exclusive capsule collection of handcrafted rugs and cushion covers that will be on display at the new stores.