Shoppers Stop and BCCL introduce Femina FLAUNT brand


On Wednesday, Shoppers Stop launched Femina FLAUNT, a clothing and accessories brand. This brand is owned by BCCL (Benett, Coleman & Co Ltd.), one of the leading multimedia groups in the country.

India’s largest departmental store chain, Shoppers Stop will exclusively retail the brand Femina FLAUNT via its dedicated space in the Shoppers Stop stores. This range will be available in 17 stores initially and it will be increased to 75 stores in three years.

Govind Shrikande, the Managing Director of Shoppers Stop stated that Femina has around 50 years of heritage and it stands for the women’s voices. He claimed that they hope to convert the heritage into a stylish, fashionable and affordable brand.

As a part of this unique ‘co-create and co-own’ tie-up, BCCL has licensed the brand Femina FLAUNT to Shoppers Stop in order to develop, design and retail the brand via the stores of the latter exclusively. The Femina FLAUNT is a retail identity that is developed by the BCCL for the Femina.

Vineet Jain, the Managing Director of BCCL stated that the Femina is one of the flagship brands of BCCL that had a phenomenal bonding with the readers for many decades. Today, this relationship is redefined as the Femina FLAUNT has forayed into their wardrobes.

Femina FLAUNT’s very first collection will be featuring a slew of products such as footwear, apparel, accessories and bags. The Indian ethnic wear including salwar kameez and sarees will account for around 75 percent of the overall women’s wear market that is worth Rs 90,000 crore. The experts claim that the demand for the women’s western wear is high at all times due to the increasing number of working women and their growing economic independence. This trend is believed to continue as the women increasingly enter into the labor force.




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