Brands operate within consumer categories; a select few even lead them. Very rarely do brands inspire the birth of an entirely new consumer class. Today Allen Solly is among the top most brands. It scores the highest on Brand Equity amid all brands in its segment (according to an ET Brand Equity survey of Apparel brands). The First Store opened at Ibn Battuta Mall (Expansion). The size of the Outlet is 3000 sqft and features wide range of Mens, Ladies, and Kids Wear.