Aditya Birla Fashion and Retail Limited launches the first ever-American Eagle storein Guwahati

Guwahati, 10th October 2019: American Eagle, the iconic denim label from the United States, today celebrated the arrival of the brand in North East India with its first ever store in the region in Guwahati. True to the brand’s iconic global identity, the evening was a celebration of individuality, self-expression, freedom and youth. Spanning across almost 2000 sq. ft., the store is located in the city’s latest fashion destination – the City Center Mall.

Commenting on the launch, Sooraj Bhat, CEO - Fast Fashion Business, ABFRL at the Aditya Birla Group, said, “American Eagle Outfitters is an iconic jeans brand from the US. We have launched the brand in India in June 2018, with our first store in Delhi.  In over one year, we have expanded our presence in all key markets, and Guwahati is our current focus. We strongly believe that North East as a market is extremely important for a brand like ours as we have consumers here who understand the denim culture and are always updated with the latest fashion trends. Our entry into the region could have been no better choice than the fashion hub that Guwahati is. We are excited to expand in the region and are looking forward to cater to the millennials with our unique product offering. We have received an overwhelming response already and will strive towards exciting our consumers in North East with new trends, high quality products and engaging stores.”

The American Eagle store offers a full assortment of the American Eagle’s edgy and high on style Fall 2019 collection with a distinctive focus on its Back To School campaign. The collection is centered around the concept of “Homecoming” and features categories such as grunge, feminine patterns, new prep and vintage-inspired pieces. The key product story from this range is the revolutionary Airflex Jeans for men. It is a type of fabrication that is produced by implementing the newest technology to utilize air in the yarn spinning process to make fabric softer and loftier. The newest and best stretch level for men comes in a variety of fits - skinny, Slim, Slim Straight, Original Straight. The men’s range includes an interesting selection of hoodies, allovers, updated sweatpants and athletic joggers. 

For women, the collection focuses on the ‘Curvy’ fit jeans that are made to take the shape of one’s curves seamlessly. The denims are available in 3 fits across 6 washes - Curvy High-Rise Jegging, Curvy Super High-Rise Jegging, Curvy Highest Rise Jegging, offering something for everyone. The women’s range also offers corduroy jackets, jumpsuits & skirts.

American Eagle entered India in June 2018 in partnership with Aditya Birla Fashion and Retail Ltd. The brand is currently present in NCR, Hyderabad, Pune, Chandigarh, Chennai, Mumbai and is all set to take over the denim fan base in North East India with its unique and high quality product offerings in the City Center Mall in Guwahati.

Store Address

Aditya Birla Fashion and Retail Limited GF - 2,2A & 3, City Centre Near Apollo Hospital, Christian Basti, GS Road Guwahati 781005  Assam

Store Timing: 10 am to 9.30pm


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