IRetail Co., a retail subsidiary of AMIDT Group announced today that it has entered into an exclusive strategic alliance with the world-renowned designer brand Mellow Yellow of France.  Under this alliance I Retail Co. will invest $ 13 million in building this brand in the Middle East and the South Asian markets. I Retail Co. would be opening up exclusive retails stores across these regions in the first phase of its launch.

Established in 2004, Mellow Yellow is a high-end French shoes and accessories designer brand. With its unique touch, it is a brand with a sense of humour that plays with the latest fashion trends. Mellow Yellow is a brand that draws inspiration from the sixties and comes up with exclusive fusion designs for the streets of Paris. I Retail Co. with its marketing expertise in the market would be adding value and putting this cutting edge fashion brand on the shelves of these regions.

Mr. Alireza Moghaddam, Chairman AMID Group said, “This is a new market for us and through our tie-up with Mellow Yellow, we are trying to bring in a bubbly and fresh fashion in shoes and accessories to the Middle Eastern market. This partnership is to develop and spread the brand across the Middle East and the South Asian markets. This partnership is a stepping stone for development of an expanded network of stores in the Middle East.”

Magali Blanc, CEO, Mellow Yellow said, “This partnership will be a success to the fashion industry in the Middle East and we aim to bring out the funkiest trends with our style of fusion and representation of British look to the New French Wave. We are constantly redesigning to make our accessories and shoes accessible. The AMIDT Group, with its strong presence in the Middle East will also add value to Mellow Yellow brand appeal in this market.”

AMIDT group is a diversified conglomerate in the field of infrastructure, automobile components, retail, packaging, consulting, and minerals and metals and with this tie-up, the AMIDT Group has ventured into the accessories sector of the fashion industry, adding one more asset  to its diverse business sectors.