Reliance Brands has signed up Armani's sportswear brand EA7 and British high-street labels All Saints and Kurt Geiger to ramp up its portfolio of high-end brands before the launch of its e-commerce initiative, according to two people familiar with the developments.

Reliance Brands is scouting for space for all three brands, the top executive of a prominent mall in the Delhi region said.

Reliance Retail did not respond to an email seeking comment. Darshan Mehta, CEO of Reliance Brands, did not respond to WhatsApp messages. Armani, Kurt Geiger and All Saints did not respond to queries.

ET reported last month that Reliance has started pulling out its brands from rival marketplaces Flipkart and Amazon as a precursor to the launch of its e-commerce initiative. The company seeks to synergise its network of brick-and-mortar stores with its upcoming digital platform and plans to attract large suppliers and small stores to conduct business.

On the other hand, Flipkart is looking to ramp up its global fashion portfolio and is in talks to purchase the India franchisee rights for Gant, Nautica, Ed Hardy and Vans, among other labels.

Reliance Brands sells about four dozen global marquee labels in India - the largest number in the country - including Diesel, Canali, Hugo Boss, Furla, Juicy Couture and Kate Spade. Kurt Geiger is an upmarket footwear and accessories retailer, while All Saints sells apparel, footwear and accessories.

Reliance Brands, a subsidiary of Reliance Industries, inherited Emporio Armani and Armani Exchange when the Mumbai-based petroleum-to-telecommunications giant purchased New Delhi-based luxury retail company Genesis last year. Now, Reliance has added Armani's sportswear brand EA7 to its stable. EA7 t-shirts, sweatshirts and tracksuits cost $100 and above and most of its shoes are priced between $500 and $1,000, according to its website.

Retail industry officials estimate that the market for fashion and lifestyle products costing $100 and more is about 15 million people and growing by more than 20% annually.

Reliance is placing all high-end brands under Ajio Gold on the online fashion marketplace that is also owned by Reliance Retail.

Ajio had listed swish brands including Steve Madden, DC Shoes, Gas and Quicksilver on its site. Now those brands have been clubbed under Ajio Gold and new labels G Star Raw and brands outside of Reliance's stable including Fcuk and Guesss among others have been included.

Toys from Hamleys, the iconic UK toy retailer that Reliance Brands acquired earlier this month for Rs 620 crore, have also been placed in Ajio Gold.