Mukesh Ambani’s Reliance Brands has entered into an exclusive 20-year licence deal with Nasdaq-listed accessories and footwear retailer Steve Madden.

The company is planning to introduce Steve Madden brands like Steven by Steve Madden, Steve Madden, Madden Girl, Big Buddha, priced at $110-150, $80-130, $50-85 and $100-130, respectively, aimed at women, men and children.

The first mono-brand stores will be launched later this year in Delhi and Mumbai. Reliance Brands will set up 20 company-owned and company-operated stores in three years in the nine top markets of Delhi, Mumbai, Chandigarh, Ludhiana, Bangalore, Hyderabad, Chennai, Pune, Kolkata.

“We could look at cities like Ahmedabad and Jaipur after expanding into the nine top markets. The main challenge is in getting the right stores in right locations,” said Darshan Mehta, president & CEO, Reliance Brands. He, however, refused to divulge details on the company’s investment.

Edward Rosenfeld, CEO of Steve Madden, said in a statement, “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.”

“Steve Madden is known for its expertise in trend forecasting and has a large and loyal following of fashion-forward women across the world. 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 asking for,” Mehta added.

Steve Madden is positioned as a bridge between high street and luxury and aims to target women between 16-40 years. The brands will be retailed through the mono-brand stores and premium department stores in all major cities.