Genesis Luxury to bring men's cosmetics brand WOMO in Indi

Reliance Brands, a unit of Ambani-controlled Reliance Industries partnered Italian firm Percassi to launch men's cosmetics brand WOMO, in India.

Through the exclusive distribution and master franchise agreement with Genesis Luxury, a Reliance Brands company, it will open its first flagship store in Mumbai by the first half of 2020.

The store will sell WOMO product lines as well as have cutting and shaving services of Bullfrog, a barbershop acquired by Percassi five years ago. The entry of WOMO into the Indian market is part of a global expansion strategy, and consolidate the brand's presence in Italy by opening new flagship stores, said the company.

"The agreement signed with Reliance Brands for the launch of WOMO in India is a source of great satisfaction for us. This partnership will allow us to make the most of the multi-channel opportunities in the Indian market, which are well suited to our offer. I am sure this will give a decisive boost to the internationalisation of the brand," said Stefano Percassi, founder of WOMO.

Personal care market in India is set to touch $20 billion by 2025 from the current $6.5 billion on the back of rise in disposable income of middle class and growing aspirations of people, according to Assocham. And men's grooming segment is among the faster growing category within the segment. “Indian men have become image conscious and now don’t shy away from paying attention to personal wellness and appearance," Sanjay Kapoor, founder of Genesis Luxury, said.

Ever since the opening of the first store in Mumbai's upscale Juhu area in April 2010, Reliance Brands has been on an expansion spree, opening a total of 420 stores. Its current portfolio of brand partnerships includes nearly 50 brands including Armani Exchange, Brooks Brothers, Burberry, Canali, Coach and Diesel. In May this year, Reliance Brands made its first international entry by acquiring British toy retailer, Hamleys.