DNMX
Reliance Retail · India
DNMX is an Indian youth fashion brand owned by Reliance Retail and sold through its Trends stores. It offers denim, T-shirts and casual garments designed for young customers at value prices.
| Owner | Reliance Retail (Trends) |
|---|---|
| Origin | India |
| Target | Young customers |
| Core products | Denim and T-shirts |
| Website | trends.ajio.com |
What is DNMX?
DNMX is an own brand of Trends, the fashion retail chain of Reliance Retail, which describes Trends as India's largest fashion retail chain. DNMX is developed specifically with young people in India in mind.
Products and positioning
The range centres on casual youthwear:
- Denim jeans and jackets
- T-shirts
- Other casual fashion garments
Like the wider Trends proposition, DNMX is built around fashion at great value, offering on-trend casual clothing at accessible prices.
Distribution
DNMX is sold through Reliance Trends stores across India, large-format shops of roughly 8,000 to 24,000 square feet that combine own brands with national and international labels. It is also available online through the Trends e-commerce store, with home delivery.
Why it matters
DNMX is an example of the private-label strategy of Indian retail chains, in which retailers build their own youth fashion brands to drive volume, margin and differentiation within large-format stores and their online channels.
Frequently asked questions
Which company owns DNMX?
DNMX is an own brand of Trends, the fashion retail chain of Reliance Retail in India.
Where can you buy DNMX?
DNMX is sold in Reliance Trends stores across India and online through the Trends e-commerce store.