Tag: Fashion Retail

Fit & Fabulous

Reliance Brands to Bring Italian Fashion Label MAX&Co. to India in 2026

Tanisha Cardozo

Reliance Brands Limited (RBL) has entered into a long-term master franchise agreement to bring MAX&Co., the contemporary Italian fashion brand under the Max Mara Fashion Group, to India. The partnership will introduce MAX&Co.’s modern, quality-driven collections and mix-and-match approach to Indian consumers, expanding its appeal among fashion-forward women.

The first MAX&Co. store is set to open in Mumbai in early 2026, followed by expansion into major Indian metros. The store will feature the full range of the brand’s offerings, including apparel, accessories, and its signature seasonal “&Co.llaboration” capsules — limited-edition creative partnerships that highlight its directional and non-conforming spirit.

“MAX&Co. embodies a bold, modern expression of femininity — dynamic, joyful, and unapologetically individual — a spirit that deeply resonates with the evolving style and confidence of Indian women,” said Isha Ambani, Executive Director, Reliance Retail Ventures Limited. “Through our partnership with Max Mara Fashion Group, we are proud to bring this iconic global brand to India and shape a new chapter in contemporary women’s fashion.”

Maria Giulia Prezioso Maramotti, MAX&Co. Brand Divisional Director and Board Member of Max Mara Fashion Group, added, “We are pleased to join forces with Reliance Brands, whose expertise in building and nurturing global premium brands makes them an ideal partner. India represents a vibrant and forward-thinking market that shares our passion for creativity, style, and self-expression.”

Founded in 1986, MAX&Co. has evolved into a global contemporary fashion brand, distributed online and through over 400 stores worldwide. With this partnership, Reliance Brands continues to expand its portfolio of international luxury names, reinforcing its leadership in India’s fashion and lifestyle retail sector.

Fit & Fabulous

House of Rare and Zepto Partner to Deliver Premium Fashion in 10 Minutes

Tanisha Cardozo

The House of Rare has launched a strategic partnership with Zepto to bring premium fashion to customers’ doorsteps in just 10 minutes, signaling a major shift in how style-savvy shoppers can access occasion-ready outfits. Initially rolling out in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune, this collaboration begins with a curated collection of Rare Rabbit menswear staples — including shirts, polos, and tees that suit immediate wardrobe decisions.

This move responds to a growing demand from urban millennials and Gen Z consumers for on-demand fashion that matches their fast-paced, plan-on-the-fly lifestyles. Whether it’s dressing up for a sudden dinner plan or refreshing an outfit before a trip, this partnership provides immediate access to style — redefining convenience in the fashion space.

Over time, the collection will expand to include other verticals under The House of Rare, including Rareism (womenswear), Rare Ones (boys’ wear for ages 4 to 14), and Rare’Z (footwear and streetwear). This staggered rollout will allow the brand to test product mixes, customer preferences, and order flows through the Zepto app, optimizing for a seamless quick commerce experience.

Pulkit Verma, Chief Business Officer, Digital at The House of Rare, emphasized that this move isn’t just about speed, but relevance. “Q-commerce is rapidly transforming how India shops, and we see it as a powerful lever for fashion retail. Our partnership with Zepto isn’t just about being fast, it’s about being relevant in the moment our customer needs us,” he said.

Fashion in Q-commerce is quickly gaining traction. A Redseer report noted that the sector is set to grow from $2.8 billion in 2023 to over $10 billion by 2026. Fashion, traditionally considered slower-moving than essentials, is emerging as a promising vertical due to the increasing demand for instant gratification, particularly in impulse or occasion-based apparel.

From Zepto’s perspective, this partnership is part of a larger strategy to expand its lifestyle and premium offerings. “By partnering with The House of Rare, we are giving users instant access to premium fashion, making it possible to refresh their wardrobes in minutes,” said Devendra Meel, Chief Business Officer, Zepto.

The partnership does more than deliver fashion — it also provides invaluable data on user behavior, preferences, and local demand patterns. These insights can inform merchandising decisions, helping The House of Rare plan store and e-commerce inventories more effectively. Accessories will soon follow the apparel rollout, boosting attach rates and order value as the core journey stabilizes.

With over 170 retail stores and a growing e-commerce footprint, The House of Rare sees Zepto as a complementary channel that supports its omnichannel ambitions. This move blends immediacy, curated fashion, and hyperlocal insight, reshaping how — and how fast — style reaches the modern Indian consumer.