Fashion retail company DLF Brands on Friday, opened the first store of American fashion brand, Forever 21, in Bengaluru, following similar stores in Delhi and Mumbai.

The company, a subsidiary of real estate company DLF, has invested around Rs 100 crore in this venture, through a mix of its own capital and funding from outside. The plan involves setting up Forever 21 stores that retail affordable clothing and accessories for men and women.

Speaking on the sidelines of the first store’s launch here, DLF Brands Managing Director Timmy Sarna said, “Apart from our stores in Delhi, Mumbai and the one in Bengaluru, we will be opening stores in Hyderabad and Pune, a flaghip store in Delhi, and two more stores in Bengaluru.” adding that the company is focusing on mall format stores, based on a franchise model.