Mumbai– Reliance Brands Limited, a part of Reliance Industries today announced an exclusive long-term license agreement with Steven Madden Ltd. a leading designer, wholesaler and retailer of fashion-forward footwear and accessories for women, men and children.

Through this association, Steve Madden products will be available through exclusive monobrand stores and premium department stores in all major cities across India. Positioned as a bridge between hi-street and luxury, the brand will target women between 16-40 years and will offer a cutting-edge range of fashion forward, of-the-moment designs across footwear and a variety of accessories. The stores will also offer Madden Girl, a fashionable line for younger girls who wish to make a statement.

Commenting on the association Mr. Edward Rosenfeld, CEO, Steve Madden said “India and its diverse consumer base is a very important and strategic market for us. Our association with Reliance Brands culminates a long cherished goal of entering this unique market and marks the beginning of a long term association with the trend conscious Indian consumers.”

In 1990, Steve Madden founded the namesake brand in his hometown of New York City.  Swiftly following his intuition, Madden began creating the next big trend, anticipating consumer needs and subsequently delivering collections that were both cutting-edge and highly saleable.  In his New York-based factory, Madden channeled his creative energy to produce a variety of silhouettes and vibrant styles that rapidly exhibited a cult following worldwide.  Madden’s expertise in trend forecasting quickly propelled him to the top of his field and in 1993 Steve Madden became a publicly owned company, traded on the NASDAQ under the ticker ‘SHOO’.

In the last twenty years, the company has made significant and groundbreaking strides in expanded collections, categories, licensing agreements and acquisitions. Currently, the Steve Madden brand is sold in 170 Steve Madden retail stores (including the Company’s online store), department stores and specialty stores across 47 countries worldwide.

Mr. Darshan Mehta, President & CEO, Reliance Brands Ltd. said “Steve Madden has always been known for its expertise in trend forecasting and has a large and loyal following of fashion-forward women across the world. Currently there is a great demand for fashionable women’s footwear and accessories in India; however it is one segment that is lacking in options. Through our association with Steve Madden we look forward to translating the brand’s unique fashion sense into the mindset of the Indian women consumers and offering them what they’ve been demanding for.”

Today, the Steve Madden brand represents a lifestyle.  Inspired by rock and roll, fused with a jolt of sex appeal and urban edge, Madden continues to create designs that are innovative, fun, sometimes wild and always spot-on-chic.  With an eye towards what’s next, the brand continues to stay on the pulse of youth culture and is ever-evolving.