.New Delhi: Dependence Retail intends to stretch Superdry right into the athleisure section which will certainly put it in straight competition with leading sportswear brand names like Nike, Adidas and also Asics.Last year, the English fashion brand had actually tattooed a joint project agreement along with Reliance Brands for the sale of Superdry's intellectual property assets in India, Sri Lanka, and Bangladesh for u20a4 40 thousand (almost 405 crore at the moment). Superdry's invasion into the athleisure sector in India are going to be a 1st for the firm worldwide, with several stores set to level throughout India. Initially, the provider will certainly sell clothing, as well as later footwear after getting BIS qualification." The firm has actually been actually dealing with a retail format for athleisure items, which has actually observed a rise in demand since the pandemic. It could consume French store Decathlon also along with large format stores, while Superdry sporting activities will certainly be actually mid-size outlets," mentioned a store driver aware of the development.Reliance Retail performed not reply to ET's queries.Sales of leading sports brands have dashed over the last two years, steered by improving awareness about exercise and surging demand for athleisure wear. With a population of much more than 1.4 billion, India is one of the fastest-growing and also biggest international markets for activewear and also shoes companies.Most international companies have been actually all around in the country for greater than twenty years and also have actually expanded with relationships along with cricket as well as various other sporting tasks. The more recent participants, nonetheless, have been placing on their own as comfortable way of life and also normal athletic wear labels. India is actually finding increasing interest in sporting activities like kabaddi, football, volley ball, hockey and also badminton.Superdry went into the country in 2012 in alliance along with Reliance Brands, a venture of Reliance Retail Ventures Ltd (RRVL). RRVL has collaborations along with independent fashion brands in sections like luxurious, bridge-to-luxury and high-premium and high-street way of life such as Armani Swap, Burberry, Bally, Canali, Diesel, Fuel, Hugo Employer, Hamleys and Jimmy Choo, Valentino and also Balenciaga for the Indian market. Reliance Brands likewise acquired toy merchant Hamleys in 2019.
Published On Aug 3, 2024 at 09:31 AM IST.
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