Parent company of Zara, Inditex is set to relaunch its budget fashion brand Lefties in the French market. Announced by Oscar Garcia Maceiras, CEO, Indifex, this strategic move is aimed at attracting younger consumers and intensifying competition with ultra-low-cost rivals like Shein.
This upcoming launch marks Lefties' return to France after an initial foray in 2009 saw both its stores close by 2012. Established 25 years ago, originally selling Zara's unsold inventory, Lefties has since expanded its presence to 18 countries. Its growth has been a key part of Inditex's strategy to contend with online-only retailers that offer rock-bottom prices.
In May, Lefties revealed a new all-caps logo and the slogan ‘Lefties everywhere, on everyone,’ signaling a renewed brand identity. While currently concentrating on Spain and Portugal, Maceiras recently indicated, the company is ‘testing Lefties in new markets.’
With dresses starting as low as € 9.9 ($11.55) and jeans at €12.99. Lefties offers highly competitive prices. This positions the brand similarly to Shein and Primark, offering a more affordable alternative to Zara, which has seen its prices increase in recent years.
During the group’s annual shareaholder meeting, Maceiras also highlighted the expansion plans for Inditex's other brands. For instance, Bershka is opening its first stores in Denmark, Stradivarius in Austria, Oysho in the Netherlands, and Massimo Dutti in Brazil. Additionally, the Zara Man label is launching its first dedicated store in the United States, specifically in Costa Mesa, Los Angeles.
