Madura ties up with Sierra

Madura Garments, as part of an aggressive brand extension drive, has entered into a strategic tie-up with Sierra Industrial Enterprises.

Madura Garments,which has brands like Van Heusen, Louis Philippe and Allen Solly in its basket, has over the last three years been very aggressive in its drive towards 'Accessorisation' of all its brands.

According to the agreement, Sierra Industries will manufacture, source, market, and manage the sales and promotional activities for footwear category of premium fashion brands-Louis Philippe, Van Huesen, Allen Solly and Peter England, under the same brand names.

"When we decided to enter this new and exciting category, Sierra, with its competencies in design, knowledge bank, manufacturing, quality systems, retail and distribution of footwear, was our logical choice for partnership of this nature," said Hemu Javeri, President of Madura Garments.

"Our tie-up with Madura Garments will help customers get complete dressing solutions from their favourite brands," said Rishab Soni, MD, Sierra Industrial Enterprises.

Sierra made its mark in the sportswear industry with the introduction of the Nike brand in India and is currently the brand licensee for the Italian Sportswear brand Lotto, apart from being the footwear licensee for Disney and Levis & Dockers.

The group has launched its own chain of multi brand stores called SHOE TREE with the aim to provide their customers multiple choices under one roof in the premium footwear category.