DLF Brands is to begin mutli-brand retail stores, with an intention of bringing all the leading brands and selling them under one umbrella. The DlF brand is supplementary unit of the real property major DLF Ltd. It presently manages 11 leading individual brand stores such as Armani, Alcott, Boggi, Claire, DKNY, and Mother Care. The company is in discussion with the other global brands and plans to bring them all under one umbrella to India.

Mr. Deepak Agarwal, the DLF Brand’s Chief executive of operation and strategy stated that in order to leverage the portfolios of the 11 brands, they will soon initiate an innovative multi-brand arrangement. The first one will be launched in New Delhi and every year they are planning to start four to five stores.

The DLF Company without divulging the type of format said that each multibrand store will be covering a floor area of 10,000 to 15,000 square feet, and will be opened with an investment of 15 crores.

DLF brand is also intending to foray into the beauty and health sector and also wants to augments its presence in the home category.

Mr. Agarwal said that they are involved in talks with the leading global brands in the sector of well being and beauty and also plans to expand its home base, where they presently have their individual Pure & living brand.
The company official said they will continue to begin the standalone stores for all the brands and within a couple of weeks the 100th store will be opened.

Without revealing the particulars, Mr. Agarwal said they are going to double up the count in the next three years.