Aditya Birla Fashion ties up with designer Masaba Gupta to launch new D2C brand

Clothing retailer Aditya Birla Fashion and Retail Ltd (ABFRL) is all set to acquire a 51 per cent stake in designer Masaba Gupta’s House of Masaba label and launch a new D2C channel.

Clothing retailer Aditya Birla Fashion and Retail Ltd (ABFRL) has tied up with designer and actor Masaba Gupta to launch a new D2C fashion and lifestyle brand named ‘Masaba’. To this end, the company will acquire a 51 per cent stake in the designer’s House of Masaba label.

The partnership aims to position ‘Masaba’ as an affordable luxury brand focused on the young, aspirational gen-next crowd. The brand’s offerings will span the apparel, accessories, beauty and other lifestyle product categories.