.New Delhi: Dependence Retail intends to stretch Superdry into the athleisure section which will position it in direct competition with leading sportswear companies like Nike, Adidas and Asics.Last year, the English fashion brand had actually printer inked a shared project deal along with Dependence Brands for the purchase of Superdry's trademark assets in India, Sri Lanka, and Bangladesh for u20a4 40 million (nearly 405 crore at the time). Superdry's venture in to the athleisure section in India will certainly be a first for the company around the world, with several outlets readied to be opened across India. In the beginning, the firm will market apparel, as well as eventually footwear after protecting BIS qualification." The firm has been working on a retail style for athleisure items, which has actually seen a surge sought after since the pandemic. It might take in French seller Decathlon likewise along with sizable style shops, while Superdry sports will be actually mid-size shops," stated a shopping center driver accustomed to the development.Reliance Retail did not respond to ET's queries.Sales of leading sporting activities brands have run before 2 years, driven through increasing awareness about fitness as well as surging requirement for athleisure damage. With a population of more than 1.4 billion, India is one of the fastest-growing as well as most extensive global markets for sport clothes and shoes companies.Most international companies have been actually all around in the country for much more than twenty years as well as have actually developed through collaborations along with cricket and also various other sporting tasks. The latest contestants, having said that, have actually been placing themselves as comfortable way of living and also routine sportswear brands. India is seeing raising rate of interest in sports including kabaddi, soccer, volleyball, hockey and also badminton.Superdry got into the nation in 2012 in collaboration along with Reliance Brands, a project of Dependence Retail Ventures Ltd (RRVL). RRVL has alliances with private style labels in segments like deluxe, bridge-to-luxury and also high-premium and high-street way of life such as Armani Exchange, Burberry, Bally, Canali, Diesel, Gasoline, Hugo Supervisor, Hamleys as well as Jimmy Choo, Valentino and Balenciaga for the Indian market. Reliance Brands additionally acquired toy seller Hamleys in 2019.
Posted On Aug 3, 2024 at 09:31 AM IST.
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