.New Delhi: Reliance Retail organizes to stretch Superdry right into the athleisure section which will certainly position it in direct competitors along with leading sports wear brand names like Nike, Adidas and also Asics.Last year, the English style label had actually printer inked a shared endeavor deal along with Reliance Brands for the sale of Superdry's copyright resources in India, Sri Lanka, and Bangladesh for u20a4 40 million (almost 405 crore at the time). Superdry's foray into the athleisure segment in India will certainly be actually an initial for the business globally, along with many outlets readied to be opened throughout India. At first, the company is going to offer apparel, and also later on footwear after protecting BIS certification." The company has been servicing a retail layout for athleisure products, which has actually experienced a surge in demand because the pandemic. It might take in French seller Decathlon likewise with sizable format stores, while Superdry sporting activities will certainly be actually mid-size stores," claimed a shopping center driver aware of the development.Reliance Retail performed not react to ET's queries.Sales of leading sports labels have dashed over the last two years, driven through increasing awareness concerning exercise and also climbing requirement for athleisure wear and tear. Along with a population of greater than 1.4 billion, India is one of the fastest-growing and also largest global markets for sports wear as well as footwear companies.Most international brand names have actually been actually about in the country for more than 20 years and also have increased through partnerships with cricket and various other featuring tasks. The more recent participants, having said that, have actually been actually positioning on their own as pleasant way of living and also routine sportswear labels. India is seeing boosting interest in sports like kabaddi, soccer, beach ball, hockey as well as badminton.Superdry went into the nation in 2012 in alliance with Dependence Brands, an endeavor of Reliance Retail Ventures Ltd (RRVL). RRVL has relationships along with individual fashion trend labels in portions like luxurious, bridge-to-luxury and also high-premium as well as high-street way of life including Armani Exchange, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and also Jimmy Choo, Valentino as well as Balenciaga for the Indian market. Reliance Brands likewise acquired plaything merchant Hamleys in 2019.
Posted On Aug 3, 2024 at 09:31 AM IST.
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