Elle Decor Expands into Home Textiles

French lifestyle brand will expand globally with a bed and bath range.

Lagardère Active Group has partnered with India-based Trident Limited to launch an exclusive range of home textiles inspired by the French lifestyle brand Elle Decor, which is related to the fashion magazine, Elle.

The Elle Decor home range will initially include towels, bathrobes and bedsheets in a variety of colors and designs, with a complete range of home décor and furnishings following in the future.

The partnership between Lagardère and Trident was brokered by LicenseWorks.

“We are excited to be working with the Trident Group for our foray into this important category in the Indian market,” says Camille Thelu, deputy director, Lagardère Active Enterprises EMEA and India. “Elle Decor is the reference in the interior design world and the launch of bed and bath products in India is a natural fit. India is a fast growing market and we will gradually expand our offering to include the complete range of home décor and furnishings.”

The Elle Decor collection recently launched at HGH India in Mumbai and will be available across India through various retail chains.

“We are excited to work with the Elle Decor team and to add this prestigious French brand to our portfolio,” says Abhishek Gupta, chief executive officer, Trident. “The creative play of global colors, tones and patterns onto luxurious fabrics makes this collection extremely elegant and opulent. The launch of this brand furthers our goal of offering Indian consumers unique and high quality products at great prices. In the next three years, we foresee Elle Decor as the top choice for consumers we are looking for high quality products with international, contemporary styling in this category.”