.New Delhi: Reliance Retail intends to stretch Superdry into the athleisure section which are going to put it in direct competition with leading sport clothes companies like Nike, Adidas and Asics.Last year, the British fashion trend company had actually tattooed a shared project contract along with Reliance Brands for the sale of Superdry's trademark possessions in India, Sri Lanka, and also Bangladesh for u20a4 40 thousand (almost 405 crore at that time). Superdry's invasion right into the athleisure segment in India will certainly be actually a 1st for the provider around the globe, with several establishments set to be opened all over India. Initially, the provider will certainly sell garments, and also eventually shoes after safeguarding BIS certification." The provider has been actually working on a retail format for athleisure items, which has actually experienced a rise in demand since the pandemic. It might absorb French store Decathlon likewise along with huge layout shops, while Superdry sports are going to be mid-size stores," said a store operator familiar with the development.Reliance Retail did not reply to ET's queries.Sales of leading sporting activities companies have actually dashed in the past 2 years, steered by boosting awareness concerning exercise as well as climbing need for athleisure wear and tear. With a population of greater than 1.4 billion, India is among the fastest-growing and also biggest international markets for activewear and also shoes companies.Most worldwide labels have been about in the country for more than twenty years and also have actually expanded through partnerships along with cricket as well as various other sporting activities. The more recent contestants, nevertheless, have actually been installing on their own as comfy way of life and normal athletic wear labels. India is observing enhancing rate of interest in sporting activities such as kabaddi, football, beach ball, hockey and badminton.Superdry went into the nation in 2012 in alliance with Reliance Brands, a project of Dependence Retail Ventures Ltd (RRVL). RRVL has alliances along with independent manner brand names in portions like luxury, bridge-to-luxury as well as high-premium and high-street lifestyle like Armani Substitution, Burberry, Bally, Canali, Diesel-powered, Gasoline, Hugo Employer, Hamleys as well as Jimmy Choo, Valentino and Balenciaga for the Indian market. Dependence Brands likewise obtained toy seller Hamleys in 2019.
Posted On Aug 3, 2024 at 09:31 AM IST.
Join the community of 2M+ field professionals.Sign up for our bulletin to acquire latest ideas & analysis.
Install ETRetail App.Receive Realtime updates.Conserve your much-loved write-ups.
Check to install Application.