Madura Fashion & Lifestyle (MF&L), a division of ABFRL, is a true Indian icon. It was the first player operating on a national scale, dedicated to the core business of fashion retail in India.
Originally known as Madura Garments, MF&L was born in 1988 at the cusp of the unshackling of the Indian economy. Fashion in those days was not what the consumer's aspirations merited. Madura became a partner of the new Indian in this journey of self-discovery.
To meet consumers' aspirations, MF&L had to create a complete end-to-end, demand-driven, manufacturing-to-retail ecosystem in India. MF&L has a vast retail network comprising exclusive outlets, premium multi-brand stores and department stores.
Louis Philippe led the aspiration for fashion excellence, giving its customers access to the finest in global fashion.
Van Heusen focused on empowering the fashion ambitious professional partnering his career ambitions with power dressing. Allen Solly was for those looking for a smart fashion alternative. It came out with the concept of Friday Dressing.
Peter England with its promise of honest-to-goodness prices emerged the favourite for a large mass of first jobbers.
Brand extensions to new categories – including sportswear, footwear, bags & accessories – have been at the core of MFL's leadership in its segments
MF&L brands have also established strong roots in womenswear and are getting popular in kidswear as well.
ABFRL marked a new milestone in the branded apparel sector as its Van Heusen Innerwear and Athleisure business announced its foray into the Women’s Innerwear & Athleisure market.
The company also houses a range of other fashion formats - Planet Fashion and The Collective.
Planet Fashion is a multi-brand, apparel-retailing format that houses MF&L's in-house brands and some significant others.
The company's premium lifestyle store, The Collective, offers a unique blend of global fashion, international trends and luxury customer services to customers.
Style Up, the family store by Aditya Birla Fashion and Retail Ltd. is launched across tier III cities to offer smart fashion at affordable prices!
MF&L has entered into the luxury mono brand business in India and through a joint venture introduced the quintessential British men's luxury brand Hackett London to Indian markets.
ABFRL has acquired exclusive online and offline rights to market the global brand – 'Forever 21' and its existing store network, in the fast-fashion segment in India.
To expand its international portfolio, ABFRL entered into exclusive partnerships with two of UK’s most successful fashion brands, 'Simon Carter' and 'Ted Baker'. In August 2017, ABFRL entered into a multi‐store retail and e‐commerce license agreement with American Eagle Outfitters Inc. In 2018, ABFRL entered into a Store License and Distribution Agreement with Ralph Lauren Asia Pacific Limited (“RLAPL”), which offers apparel and accessories for both men and women under the brand name “Polo Ralph Lauren” and “Ralph Lauren”
The journey of MF&L has been a journey of pro-actively partnering the ever-evolving Indian fashion consumer. The adventure continues.