Apparel brand Ed Hardy brought to India by Arvind Lifestyle Brands has opened its first store at Forum Mall, Koramangala, Bangalore. The new store is spread over 940 square foot, offering men’s wear across various categories including T-shirts, jeans, trousers and shorts, with a new women’s wear range to be launched in the near future.

Typically grunge yet highly fashion forward, the collection at the Ed Hardy store reflects its creator’s journey from an artist to a tattoo pioneer and to popular brands. The collection boasts of bold designs accompanied by the bright solid colours.

After acquiring India operations of three major international apparel brands Debenhams, Next and Nautica, Arvind had signaled its strategy to grow big in the organised apparel market. Arvind Lifestyle Brands, subsidiary of Arvind, which already has an impressive brand line-up comprising Tommy Hilfiger, US Polo Assn, Elle, Geoffrey Beene, Arrow among others, acquiring the business operations of Debenhams has also paved a way for it into the department store segment.

The company has a presence in 950 stores. Around 200 of these are Megamart, 130 are Arvind Store and the rest are spread across other brands. Plans are in place to open 200-250 stores every year in metros and smaller cities.

source: http://www.fashionunited.in / Fashion United / Home / Friday – April 11th, 2014