Reliance Retail has launched a women’s saree and ethnic wear brand Avantra and plans to open stores across India, beginning with an upcoming retail outlet in Bengaluru.
Avantra by Trends promises traditional craftsmanship at value prices, the brand announced on its new Facebook page. The label has yet to launch its first collection but teaser images show sarees in rich hues with metallic borders or block print designs.
The brand will open its first brick-and-mortar store in Bengaluru and also plans to open mid-sized stores in Karnataka and Andhra Pradesh in the near future, TNN reported. The brand launch comes just before the winter festive season, a traditional time to purchase ethnic and occasion wear, and the brand will be keen to tap into this lucrative retail season.
The stores will retail Avantra private label garments and the business will also partner with regional weaving clusters and a number of third-party brands to offer a wide selection of women’s ethnic wear. The stores will also offer a tailoring service for customers to enable them to fit and personalise their purchases.
Avantra will expand into jewellery and accessories to provide a full ethnic look. The launch comes at a time when a number of brands, including Tanishq, have recently launched ethnic wear offerings and when the market is expected to continue to grow at 10% each year.
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