Mumbai, Aug 17 (IANS): Reliance Brands, a part of the Mukesh Ambani-led industrial group, has entered into a master franchise pact with the premium Dutch youth fashion company, Scotch and Soda, to set up its stores in all major Indian cities by next year.

"Reliance will also grow the brand through other channels of sale in India, such as ecommerce, travel commerce, and leading multi-brand department stores," the company said, adding the range will cover menswear, womenswear and childrenswear categories through all channels of sale.

Scotch and Soda has over 160 stores of their own globally, and can be found in over 8,000 oher outlets, including the best global department stores, as also on their Web store. The merchandise is designed at their church-turned-studio in the heart of Amsterdam.

"On the archipelago of fashion you have many islands. One island is for American sportswear another might be French luxury. Each island has several brands that share the same aspirations and dreams," said Scotch and Soda Chief Executive Dirk Jan Stoppelenburg.

"Reliance recognizes our breakthrough brand of style and creativity. We are looking forward to growing our unique brand in collaboration with Reliance's expertise in this fashion market and in this very important region," he added.

Darshan Mehta, President and Chief Executive of Reliance Brands said it was an irony that in an increasingly crowded premium fashion space, getting a good tee or a well washed and well-fitting denim is rare!

"Scotch and Soda is one of the few companies dedicated to crafting quality garments rather than emphasising on the brand logo," he said, adding: "The brand's stores echo the theatre of their craft. Refreshingly differentiated. We now have the privilege and joy of partnering with them.”