Sania Mirza at a footwear fashion show in Kurla
The association leverages both Payless' capabilities of creating a unique and delightful store experience through a trend-right product mix that appeals to the fashionable, yet budget-conscious consumer, and Reliance's established competencies in the Indian retail sector of building strong retail networks and running store operations nationwide efficiently. Speaking at the launch, Sania said, "Footwear is something that no fashionista can overlook. At the same time, I also understand the importance of specialty footwear. I think the brand has something for every person, for every occasion, even for sports."
Steve Gish (Executive Vice President, Payless ShoeSource), said, "A cornerstone of our strategy is to expand into new markets and become the brand that resonates with consumers around the globe, and be the first choice for budget-conscious consumers. This partnership will further our vision of being the 'go-to' shoe store."