DLF Brands exits retail tie-ups for home decor biz

DLF BRANDS, BEST known for bringing some of the top international labels into India such as Kiko Milano, LensCrafters, Mothercare and Forever21, will focus on its home decor business under Pure Home + Living, MD & CEO Timmy Sarna told FE.

- VIVEAT SUSAN PINTO Mumbai, March 12

The firm has exited its international retail associations, with LensCrafters, a US-based, but Italianowned eyewear brand sold to Reliance Brands recently; Forever21 acquired by Aditya Birla Fashion and Retail, Mothercare and Sunglass Hut also bought by Reliance Brands, which is part of Reliance Retail. And Kiko Milano, an Italian make-up brand likely to be acquired by Reliance Retail as it beefs up its beauty business.

"I started Pure Home + Living around 8-10 years ago. However, I could not focus on this brand because the foreign labels were taking much of my time. Now that we have exited these foreign brands, I amputting my attention on growing Pure Home + Living. We want to scale up this business," Sarna said.