Our Bureau

Kolkata , Nov 24

Madura Garments, as part of an aggressive extension drive, has entered into a strategic tie-up with Sierra Industrial Enterprises to introduce premium footwear in the Van Heusen, Louis Philippe and Allen Solly brands.

The size of the current Indian footwear market in the branded segment, as per available data, is an estimated Rs 3,000 crore.

As per the agreement, Sierra will undertake manufacturing, sourcing, marketing, sales and promotional activities for the footwear category of premium fashion brands mentioned, and Peter England.

For Madura Garments, the tie-up is said to be part of an aggressive strategy to "accessorise" all its brands.

Sierra, a member of the SSIPL Group, is considered a serious player in the branded footwear category and Madura Garments has a presence in the lifestyle-led apparel segment.

Sierra signalled its entry into the Indian market by introducing the Nike brand and is currently the brand licensee for the Italian sportswear brand Lotto, besides being the footwear licensee for Disney and Levis & Dockers.

The Group has already launched Shoe Tree, its own chain of multi-brand stores.

Describing Sierra as a logical choice for a partnership of this nature, Mr Hemu Javeri, President of Madura Garments, said: "Sierra' strengths in manufacturing, quality systems, retail and distribution of footwear, coupled with the nationwide salience of Madura, carry a great deal of promise for the future of this alliance."

Mr Rishab Soni, Managing Director of Sierra Industrial, said: "This tie-up will help customers get complete dressing solutions from their favourite brands."

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