The Hindu Business Line : Madura Garments, Sierra tie up

Madura Garments has entered into a tie up with Sierra Industrial Enterprises to introduce Louis Philippe, Van Heusen and Allen Solly brands of footwear.

As per the agreement, Sierra Industrial , part of SSIPL Group, will undertake manufacturing, sourcing, marketing, sales and promotional activities of these footwear brands. "When we decided to enter this category, Sierra, with its competencies in design, knowledge bank, manufacturing, quality systems, retail and distribution of footwear, was our logical choice for a partnership," said Mr Hemu Javeri, President, Madura Garments.

Mr Rishab Soni, Managing Director, Sierra Industrial Enterprises, said, "This tie-up would help customers get complete dressing solutions from their favourite brands." Sierra had introduced 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 also has its own chain of multi-brand stores called Shoe Tree.

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