.New Delhi: Reliance Retail intends to stretch Superdry right into the athleisure segment which will certainly place it in straight competitors along with leading activewear companies like Nike, Adidas and Asics.Last year, the British manner label had tattooed a joint project agreement along with Dependence Brands for the purchase of Superdry's intellectual property assets in India, Sri Lanka, and Bangladesh for u20a4 40 thousand (nearly 405 crore during the time). Superdry's invasion in to the athleisure segment in India will definitely be an initial for the company worldwide, with many stores set to level throughout India. At first, the provider is going to market clothes, as well as later footwear after safeguarding BIS accreditation." The company has been working with a retail format for athleisure items, which has actually witnessed a surge in demand given that the pandemic. It could absorb French merchant Decathlon additionally along with large layout shops, while Superdry sporting activities will certainly be actually mid-size outlets," said a mall operator accustomed to the development.Reliance Retail performed not react to ET's queries.Sales of leading sports brand names have actually run in the past 2 years, steered by improving awareness concerning exercise and also rising need for athleisure wear. With a population of greater than 1.4 billion, India is one of the fastest-growing and also largest worldwide markets for sports wear and also footwear companies.Most worldwide brands have been actually about in the country for greater than two decades as well as have actually increased via partnerships along with cricket as well as various other showing off activities. The more recent entrants, nonetheless, have been installing on their own as relaxed way of life as well as routine sportswear brand names. India is observing boosting interest in sporting activities like kabaddi, football, volleyball, hockey as well as badminton.Superdry entered the country in 2012 in collaboration with Reliance Brands, a venture of Dependence Retail Ventures Ltd (RRVL). RRVL has relationships along with independent style labels in sections like high-end, bridge-to-luxury and also high-premium as well as high-street way of life including Armani Swap, Burberry, Bally, Canali, Diesel, Fuel, Hugo Manager, Hamleys as well as Jimmy Choo, Valentino and Balenciaga for the Indian market. Reliance Brands likewise obtained plaything merchant Hamleys in 2019.
Posted On Aug 3, 2024 at 09:31 AM IST.
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