.New Delhi: Reliance Retail prepares to stretch Superdry right into the athleisure section which are going to position it in direct competition along with leading sportswear labels like Nike, Adidas and also Asics.Last year, the British style brand had actually printer inked a joint venture arrangement with Dependence Brands for the purchase of Superdry's intellectual property possessions in India, Sri Lanka, and Bangladesh for u20a4 40 thousand (virtually 405 crore during the time). Superdry's venture into the athleisure sector in India will certainly be actually a very first for the firm worldwide, with several shops set to level around India. At first, the provider is going to offer clothes, as well as eventually shoes after protecting BIS qualification." The firm has actually been working on a retail format for athleisure items, which has actually observed a surge popular because the pandemic. It could consume French seller Decathlon also along with big format establishments, while Superdry sporting activities will definitely be actually mid-size shops," mentioned a store operator acquainted with the development.Reliance Retail performed not respond to ET's queries.Sales of leading sports brands have actually dashed previously 2 years, steered by improving awareness about physical fitness and also surging demand for athleisure damage. Along with a population of much more than 1.4 billion, India is among the fastest-growing and also biggest international markets for sports apparel and also shoes companies.Most global brand names have actually been actually all around in the nation for greater than 20 years and have actually developed via relationships along with cricket and also various other featuring activities. The more recent competitors, nonetheless, have actually been positioning themselves as pleasant lifestyle as well as regular sportswear companies. India is actually finding boosting interest in sporting activities such as kabaddi, football, volleyball, hockey and also badminton.Superdry entered into the nation in 2012 in relationship with Reliance Brands, a project of Reliance Retail Ventures Ltd (RRVL). RRVL possesses collaborations along with independent fashion trend labels in sections like deluxe, bridge-to-luxury and also high-premium and also high-street way of life like Armani Substitution, Burberry, Bally, Canali, Diesel, Fuel, Hugo Employer, Hamleys and Jimmy Choo, Valentino as well as Balenciaga for the Indian market. Dependence Brands likewise got toy merchant Hamleys in 2019.
Released On Aug 3, 2024 at 09:31 AM IST.
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