.New Delhi: Reliance Retail considers to prolong Superdry right into the athleisure sector which will place it in straight competition along with leading sportswear labels like Nike, Adidas and also Asics.Last year, the English fashion company had actually tattooed a shared project contract along with Dependence Brands for the sale of Superdry's trademark assets in India, Sri Lanka, as well as Bangladesh for u20a4 40 million (nearly 405 crore at that time). Superdry's invasion in to the athleisure portion in India will certainly be a first for the business internationally, along with many retail stores set to level across India. At first, the provider will definitely market clothing, and also eventually footwear after securing BIS license." The company has been working with a retail style for athleisure products, which has witnessed a rise sought after because the pandemic. It could absorb French retailer Decathlon likewise along with large format shops, while Superdry sporting activities are going to be actually mid-size stores," stated a store driver knowledgeable about the development.Reliance Retail performed certainly not reply to ET's queries.Sales of leading sporting activities brand names have dashed in the past 2 years, steered by raising understanding about health and fitness as well as rising need for athleisure wear. With a population of more than 1.4 billion, India is one of the fastest-growing and biggest global markets for sportswear and also footwear companies.Most international labels have actually been actually about in the nation for more than two decades and also have actually grown with relationships along with cricket as well as various other featuring activities. The newer competitors, having said that, have been actually positioning themselves as pleasant lifestyle as well as routine sportswear brands. India is observing raising rate of interest in sports such as kabaddi, football, volley ball, hockey and badminton.Superdry went into the nation in 2012 in collaboration with Dependence Brands, a venture of Reliance Retail Ventures Ltd (RRVL). RRVL has partnerships with private fashion labels in sections like luxurious, bridge-to-luxury as well as high-premium and also high-street lifestyle such as Armani Exchange, Burberry, Bally, Canali, Diesel, Fuel, Hugo Employer, Hamleys as well as Jimmy Choo, Valentino and Balenciaga for the Indian market. Dependence Brands likewise obtained plaything seller Hamleys in 2019.
Published On Aug 3, 2024 at 09:31 AM IST.
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