Future Brands, which has been set up to oversee private labels in the Future Group and turn them into conventional brands, is getting ready to sell and license these private labels to other retailers. The strategy for Future Brands is to buy these private labels from the group companies, invest in their brand-building and then monetize them through licensing to all group companies and selling to other retailers. So far, Future Brands has bought 15 private labels including, Dreamline (home adornment), Fresh&Pure (food), John Miller (apparel), Koryo (consumer durables), Bare (Denim), DJ&C (casuals), from the group companies. Future Brands earns a royalty of 2-7% on the sales of these brands by any group company. The company is also looking at creating or acquiring new brands from outside the group.