West Elm Enters India, Partners With Reliance Brands To Launch Stores

03 Dec 2021 CW Team

West Elm, a global design home retailer, has entered the Indian market and opened two locations in collaboration with Reliance Brands.

According to a statement from Reliance Brands, a division of Reliance Industries, the company will launch its first brick-and-mortar store in India on Jio World Drive in October 2021, followed by a location at the Ambience Mall in Gurgaon this week.

West Elm, a Brooklyn-based shop, is noted for its modern home designs, offering a wide range of ethically created items such as practical furniture, bedding and bath, kitchen and dining, lighting, and décor.

Puneet Behal, Senior Vice President, Reliance Brands, said, “the new West Elm stores are a lifestyle experience where everyone wants to explore and discover the beauty of West Elm designs.”

West Elm, the world's largest digital-first, design-led, and sustainable home retailer, and a member of Williams-Sonoma, Inc, has collaborated with renowned interior designer Ashiesh Shah to create an exclusive capsule collection of handcrafted rugs and cushion covers that will be on display at the new store to commemorate its arrival in India.

Reliance Companies, which was founded in 2007, works with worldwide brands in the luxury to premium section of the fashion and lifestyle industries. It has emerged as the most sought-after partner for multinational businesses trying to enter the Indian luxury market.

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RBL stated last month that it will purchase a 40% share in famous fashion designer Manish Malhotra's MM Styles Pt Ltd.

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