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Mahindra sets up first exclusive ‘Destination Maternity’ store

At present Mahindra Retail operates a total of 77 Mom & Me stores,with Destination Maternity shop-in-shops.

Written by Agencies | New Delhi | Published: May 16, 2012 5:00:43 pm

Mahindra Retail is letting US-based brand ‘Destination Maternity’ grow beyond its Mom & Me stores in order to tap the growing demand for maternity wear in India.

The firm,which has a master franchisee agreement with the US-based Destination Maternity Corporation,has set up the first ‘Destination Maternity’ store in Gurgaon.

“We have been operating shop-in-shops of ‘Mother Maternity’ brand by the US-based company since 2009 within Mahindra Retail’s Mom & Me stores. Now,we have decided to open exclusive outlets under ‘Destination Maternity’ brand,” Mahindra Retail CEO Venkataraman told reporters here.

Mahindra Retail will set up and operate ‘Destination Maternity’ stores in India as a master franchisee.

At present Mahindra Retail operates a total of 77 Mom & Me stores,with Destination Maternity shop-in-shops.

Going ahead,while the existing Destination Maternity shop-in-shops will continue to function,the two partners will open stores for the US brand at other big locations like Mumbai and Bangalore,he said but did not provide details on the number of stores planned this year.

Destination Maternity Corporation operates around 650 exclusive ‘Destination Maternity’ stores and over 2,000 shop-in-shops in the US and also has a presence in Canada,Middle East and South Korea.

Commenting on its India plans,Destination Maternity Corporation CEO Edward Krell said: “India offers tremendous growth opportunity. We look forward to opening many more exclusive stores in India and have long term plans here.”

When asked if the two partners were considering expansion into India’s neighbouring markets,Mahindra Retail’s Venkataraman said: “Right now our partnership is for India,but we may explore other markets too.”

A Destination Maternity stores houses maternity apparel under under labels — Motherhood Maternity,Kriti Maternity and A Pea in the Pod.

Besides,Mahindra Retail also has an aggressive plan to expand its own retail chain Mom & Me that sells products and services for mother and child.

“At present we operate 77 Mom & Me stores across India in over 25 cities. The plan is to add around 50 new stores in this fiscal,” Venkataraman said without sharing financial details.

Mahindra Retail,a part of the USD 14.4 billion Mahindra Group,also operates seven exclusive toy stores under ‘Beanstalk’ brand.

“We plan to add another 30-40 Beanstalk stores this year,” Venkataraman added.

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