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Reliance Brands adds lingerie to pink babydoll nightie portfolio with Hunkemöller franchise dealBy  Images Retail Bureau -

SHAREReliance wholesale Plus Size Lingerie Brands Ltd has signed a long-term franchise agreement with 130-year-old Dutch lingerie maker Hunkemöller International BV, which will result in the former opening Hunkemöller brand stores in India, starting March 2016.The company is set to create a differentiated ‘omni-commerce’ model for its retail business with the integration of advanced infrastructure built by its telecom venture Jio and physical retail presence. The two firms are reportedly looking to open 20 Hunkemöller single-brand stores in India in the first five-year phase of the partnership, Darshan Mehta, CEO, Reliance Brands Ltd, was quoted as saying in an interview.

Reliance Brands'; portfolio currently comprises plus size satin lingerie Diesel, Superdry,Gas, Ermenegildo Zegna, Brooks Brothers, Pink. BCBG Max Azria (BCBG), Juicy Couture, Steve Madden, Stuart Weitzman, and DC.

The company is also set to manage the Sephora hot red lingerie business in India, in addition to expanding its portfolio to enter children’s wear segment . Across brands, Reliance Brands plans to open 40 new outlets this year, taking its total store count up from 101 to 141 by March next year. The company opened nine new stores last year.