All About Fashion or ABOF, the digital arm of Aditya Birla Retail, has announced that they are going to launch Bollywood actor Shahid Kapoor promoted SKULT merchandise in brick and mortar stores in next quarter. The brand said they are in talks with names like Shoppers Stop, Lifestyle, Central and Pantaloons to offer the SKULT products in these large format retail stores. ABOF formed exclusive partnership with SKULT last year. As per the association, the brand’s merchandise is exclusively available on abof.com. In the retail domain, with the gradual unveiling of such popular retail outlets like that of ABOF, signage players are privileged for fresh in-store branding and designing projects.
