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| Aditya Birla Fashion and Retail launched American Eagle Outfitters in India on June 13 |
By Isabelle Crossley, Fashion Network
Aditya Birla Fashion and Retail announced on June 13 that it has launched American Eagle Outfitters across India with an initial plan to open between 25 and 30 stores over the next three years.
American Eagle Outfitters, an American casual wear and denim brand, has arrived in India for the first time with Aditya Birla Fashion and Retail.
“We plan to open up 25-30 stores in India in the next three years with an average of one store a month for the next three years,” Sathyajit Radhakrishnan, Aditya Birla Fashion and Retail’s President of International Business told Ians in a phone interview from Bengaluru.
The brand will be positioned in the mid-to-premium section of the market and the target customer base is aged between 15 and 27 years old, which Radhakrishnan described optimistically as "a very big market size.” Aditya Birla clearly has big plans for the brand in India, a market with a young population and an increasing wealth amongst the middle classes, the intended audience for the brand.
Aditya Birla Fashion and Retail has not disclosed any financial information about its plans for the brand. Ians published an estimate of Rs 1.5 crore ($225,000) per store, as per industry norms.
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