Aditya Birla Fashion & Retail Limited.
Aditya Birla Fashion And Retail Limited (ABFRL) is an Indian fashion retail company. Its headquarters is situated in Mumbai, Maharashtra. The company has a network of 3031 plus stores with comprises approximately 25000 multi-brands outlets and 6500 plus point sales stores in India. ABFRL own wellknown brands like Peter England, Van Heusen, Louis Philippe, and Allen Solly.
In 1857 Shiv Narayan Birla started a cotton business at Shekhawati, Rajasthan. The Birla family from that time entered the textile industry. In 1988, Madhura Garments was established, later acquired by the Aditya Birla group in 1999. Madhura Garment’s own luxury brands included Peter England, Van Heusen, Louis Philippe, and Allen Solly.
In 2013 Aditya Birla Nuvo Limited (ABNL) took over the Pantaloons Fashion. The Birla group acquired the various fashion brands so, In May 2015 ABFRL came into one form after the consolidation of all fashion Businesses of the Aditya Birla group, including the ABNL’s Madhura Garments Division, Madhura Fashion & Lifestyle, and ABNL subsidiaries Pantaloons Fashion Retail Limited. It was renamed Aditya Birla Fashion and Retail Limited (ABFRL).
In 2018 ABFRL entered into the store license and distribution network agreement with Ralph Lauren Asia Pacific Limited (RLAPL). The RLAPL offers accessories and apparel for men and women under the Ralph Lauren Polo brand name. ABRFL acquired the ethics wear brands like JG apparels & Decor, Jaupore at the cost of 110 Cr. After that ABRFL bought a 51 % stake in M/S Finesses International Design Private Limited under the brand name Shantanu & Nikhil.
In 2021, ABFRL announced a strategic partnership with India’s famous brand Sabyasachi by signing an agreement for acquiring a 51% stake in Sabyasachi Brand. This deal will increase significant weightage to ABFRL’s ethic wear portfolio. It’s helped ABFRL complete the journey to becoming the global luxury brand house out of India.
Products and Brands-
Aditya Birla Fashion Retail Limited (ABFRL) portfolio includes reputed Brands such as Louis Philippe, Van Heusen, Allen Solly, and Peter England. ABFRL provides all fashion apparel for men, women, and children. The Pantaloons Fashion Retail offers well-loved In-house brands including categories such as Ethics wear, Casual wear, Party wears, Formalwear, Activewear for women and men. It also included non-apparel Products like Footwear, Handbags, Cosmetics, Fashion Jewellery, and home decor. The ABFRL has some international trends and traditional styles brands, it holds the Van Heusen innerwear and Ethics wear brands such as Jaypore, and Shantanu & Nikhil. Their international businesses have some brands like American Eagle, Simon Carter, Hackett’s, Ralph Lauren, Ted Baker, etc.
The ABFRL working on an E-commerce platform to increase significant sales of fashion apparel, they have better integration with digital channels. They used their physical stores as a channel for the online order to deliver on time.
Aditya Birla Fashion Investment and Businesses-
The Aditya Birla Fashion Retail Limited has invested in different segments of fashion apparel and acquired various fashion brands. In 1999 ABFRL fashion apparel’s journey started by acquiring the Madura Fashion & Lifestyle. Later, they acquired Pantaloons Fashion Retail Ltd, Jaupore and TG apparel & Decor, Finesse International Design Pvt. Ltd., Sabyasachi, and Tarun Tahilliani.
In 2017, ABFRL brought Simon Carter brand to introduce in India and ABFRL had a strategic alliance with the American eagle in the same year. The ABFRL has 3031+ stores with 25000 multi-brand outlets with 6500+ point sales in department stores across the 750+ cities worldwide.
On 10 Sep 2021, a statement issued by the company, while replying to a shareholder question, Birla said: “ABFRL targets to hit revenues of Rs 25,000 crore after five years”.
Aditya Birla Fashion Marketing and Promotion-
Aditya Birla Fashion Retail Limited has different marketing strategies for its various fashion brands. They were tied up with the celebrities for their Ad Campaign. The ABFRL created special videos for their luxurious brands such as Van Heusen, Louis Philippe, Allen Solly, and Peter England.
- In the pandemic hit FY21, ABFRL had recorded net revenue of Rs 5,249 crore and an EBITDA of Rs 628 crore. It was Rs 8,788 crore in FY20 (Economics times).
Address- Piramal Agastya Corporate Park,,'Building 'A', 4th and 5th Floor,',Unit No. 401, 403, 501, 502,
Non Executive Directo