Ajio expands brand portfolio with launch of ‘Foundry’

Ajio, a multi-brand platform from Reliance Group has expanded its brand portfolio with the launch of women’s direct-to-consumer fashion and accessories brand ‘Foundry’.

With this association, Foundry aims to strengthen its market reach and banking on Ajio’s customer base to boost its sales.

As part of the partnership, Ajio will house Foundry’s collection including top wear, dresses, bottom wear, co-ord sets and outerwear along with accessories including jewellery, caps and hats, bags, phone cases, hair accessories, scarves, and socks.

Commenting on the launch, Manjula Tiwari, CEO of Cover Story Clothing Limited (parent firm of Foundry) in a statement said, “Our focus on being first on trend allows us to remain at the forefront of the fashion landscape. To satisfy the changing needs of our customers, we are dedicated to consistently extending the scope of our offerings. As India’s most preferred shopping destination for Gen Z fashion shoppers, AJIO was our go-to launchpad for Foundry.”

Vineeth Nair, CEO of Ajio added, “Over time, affordable fast fashion has been gaining momentum, especially among young shoppers with high style quotient. We’re excited to launch Foundry exclusively on AJIO and help bring to the customers affordable fashion that is trend-first and appeals to the young shoppers.”

Over the years, Reliance-owned Ajio with its association with brands like Foundry has become one of the most popular fashion destinations and has witnessed multi-fold growth in active customer base and traffic.