.New Delhi: Reliance Retail considers to stretch Superdry right into the athleisure sector which will put it in straight competition with leading sportswear companies like Nike, Adidas and Asics.Last year, the English fashion brand had actually inked a joint project contract along with Reliance Brands for the purchase of Superdry’s intellectual property assets in India, Sri Lanka, as well as Bangladesh for u20a4 40 thousand (almost 405 crore at that time). Superdry’s invasion right into the athleisure sector in India are going to be actually a 1st for the firm around the world, along with many stores readied to be opened around India. In the beginning, the business will definitely sell clothes, and later footwear after securing BIS certification.” The business has been focusing on a retail format for athleisure products, which has actually observed a rise in demand due to the fact that the pandemic.
It may take in French retailer Decathlon likewise along with big layout establishments, while Superdry sports will certainly be mid-size stores,” stated a store operator knowledgeable about the development.Reliance Retail did not respond to ET’s queries.Sales of leading sports brand names have actually sprinted in the past two years, driven through enhancing recognition concerning fitness and also climbing need for athleisure wear. Along with a population of more than 1.4 billion, India is one of the fastest-growing as well as largest worldwide markets for sports wear as well as shoes companies.Most international companies have actually been all around in the country for greater than twenty years and also have grown via relationships with cricket as well as various other sporting activities. The newer entrants, however, have actually been actually placing themselves as relaxed way of life and also regular sportswear labels.
India is viewing increasing rate of interest in sports like kabaddi, football, volley ball, hockey as well as badminton.Superdry got in the country in 2012 in alliance along with Dependence Brands, a venture of Reliance Retail Ventures Ltd (RRVL). RRVL possesses collaborations along with individual fashion trend brands in segments like high-end, bridge-to-luxury as well as high-premium and also high-street lifestyle including Armani Substitution, Burberry, Bally, Canali, Diesel, Gas, Hugo Supervisor, Hamleys and also Jimmy Choo, Valentino as well as Balenciaga for the Indian market. Dependence Brands additionally acquired toy retail store Hamleys in 2019.
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