UK’s Dune signs franchise deal with Reliance Brands to enter India

The Dune Group, a major player in the fashion footwear and accessories market in the UK, will soon make a foray into India through a long-term franchise agreement with Reliance Brands Limited, a part of the Reliance Industries Group. Dune is the owner of a wide portfolio of brands offering an expanding range of luxury fashion footwear and accessories. The first Dune store opened on London’s Kings Road, in 1993 and it has since grown to become of the most important players in this segment.
"The foundation of this growth has been their dedication to excellence in product development and design, and its commitment to providing outstanding customer service," according to a press release from Reliance Brands.

Mohamediqbal Yacoobali, CEO, Dune International Ltd said: "As one of the leading emerging markets, India has been a key territory targeted for development by the Dune Group. In Reliance Brands we found a partner that not only understands and resonates our group’s values but also has a winning combination of people, infrastructure and market muscle that we aspire to have in a partner."
The release said that, through this partnership, the Dune Group is looking to launch its flagship brand "Dune" in India next year. Over a period of time, this partnership will also look to launch the other brands in the portfolio of the Dune Group, in India.

"Dune, offers distinctive fashion footwear and accessories for women and men, with an exceptional array of styles, with something for everyone and for every occasion. From sky high heels to chic everyday ballerina flats, embellished sandals, and perfect court shoes that will take you from day to night in effortless style. Dune provides the perfect finishing touch to any outfit. With prices ranging from Rs 4500 to Rs 12,000 it offers a perfect bridge for consumers looking for a luxury product with great value," the release added.

Darshan Mehta, president & CEO, Reliance Brands Ltd, said: "Dune has beautifully designed, stylish and unique shoes that excite and inspire season after season. The label encapsulates a lifestyle that is chic, urban and is infused with modern style and sensibility that resonates with the contemporary Indian consumers. The brand comfortably sits in to a segment which rightfully fills the gap for shoes which offer such unique design sensibility. Through the launch of Dune we are looking forward to translating the brand’s unique fashion sense into the mindset of the Indian consumers."

Some of the other Dune brands include Pied a Terre, Bertie, Black Sand by Dune, Chelsea Cobbler and Head over Heels in footwear and accessories such as handbags, jewellery and sunglasses.

In 2009, The Dune Group expanded its operations by opening shop-in-shop concessions within major department stores in the UK, Holland, Denmark and Germany. In the same year they acquired a portfolio of brands which resulted in tripling the group’s turnover. Dune now has extensive distribution through 45 UK standalone stores and 225 concessions within key department stores throughout the UK and Europe.

Dune is also increasing its global presence with more than 35 franchised Dune stores in the Middle East, Russia, Czech Republic, Poland and Libya; with plans to grow to 150 stores by 2015, the release added.

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