Italian brand Armani Exchange unveils new store in Bengaluru

Italian apparel and accessories brand, Armani Exchange (A|X) has unveiled its new store at Phoenix Mall of Asia in Bengaluru. Targeting fashion-forward individuals from late teens to mid-thirties, A|X offers a diverse range of fast-fashion streetwear and accessories for both men and women.

Founded in 1991, Armani Exchange is a mass-market sub-brand of Giorgio Armani, catering to the style-conscious. Initially, A|X absorbed elements from the Armani Jeans and Armani Collezioni lines. Today, its products are available in over 31 countries and online.

A|X debuted in India with its first store at Select Citywalk Mall in New Delhi in October 2016, through a partnership with Reliance Brands (RBL), a subsidiary of Mukesh Ambani's Reliance Industries. Since then, A|X has expanded to over 26 stores across India, in cities including Hyderabad, Kolkata, Bengaluru, New Delhi, Indore, Ahmedabad, Dehradun, Pune, Mumbai, Chennai, and Kochi.

RBL has been instrumental in introducing numerous international brands to the Indian market, such as Bottega Veneta, Tiffany & Co., Valentino, Versace, Kurt Geiger, Diesel, Hugo Boss, Burberry, Coach, Giorgio Armani, Balenciaga, Boss, and Zegna.

Additionally, since 2020, Reliance has been negotiating with the Milan-based luxury company to bring the Michelin-starred Armani/Caffè to India. The high-end café is set to make its Indian debut at Reliance's Jio World Plaza. According to IndiaRetailing, the mall has allocated about 1,000 sq ft for the café, with an opening expected in the near future.