Born to Shop moves into India

Deal with Extend Brands sees lifestyle property continue its international growth.
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Paper Island's art and design lifestyle brand Born to Shop is continuing to make inroads internationally, appointing Extend Brands as its licensing agent in India.

"We are pleased to partner with Paper Island to bring Born to Shop to one of the most exciting retail markets in the world," said director of Extend Brands, Dwijorani Senjam. "Born to Shop will find great resonance with the modern urban Indian women, as this is a brand that targets women who are juggling a hectic schedule between work, play, family and friends, while maintaining a sense of humour and fun."

Allison Myers, licensing manager at Paper Island, added: "It is a very exciting time for our popular lifestyle brand. Our strategy to replicate the success we have had in the UK is really coming together, with representation now in Germany, Australia, Spain, South Africa and the US. Extend Brands have proven recognition in India and have forged some excellent relationships with their clients and retailers alike."

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