.New Delhi: Dependence Retail intends to extend Superdry into the athleisure section which will certainly put it in direct competitors along with leading sports wear labels like Nike, Adidas and also Asics.Last year, the British manner label had actually tattooed a shared venture contract along with Dependence Brands for the sale of Superdry's patent assets in India, Sri Lanka, as well as Bangladesh for u20a4 40 million (nearly 405 crore at the moment). Superdry's venture in to the athleisure section in India are going to be a first for the business worldwide, along with many outlets set to be opened all over India. At first, the company will certainly sell apparel, and also later shoes after safeguarding BIS license." The provider has actually been servicing a retail format for athleisure products, which has actually observed a rise in demand since the pandemic. It may enjoy French store Decathlon likewise with sizable format establishments, while Superdry sporting activities will certainly be actually mid-size stores," mentioned a shopping mall operator knowledgeable about the development.Reliance Retail did not respond to ET's queries.Sales of leading sports brand names have actually run over the last 2 years, driven through improving awareness concerning health and fitness and climbing need for athleisure damage. With a population of more than 1.4 billion, India is one of the fastest-growing as well as biggest global markets for activewear and shoes companies.Most global brand names have actually been actually about in the country for more than twenty years and also have actually grown through alliances along with cricket and also other sporting activities. The newer participants, however, have actually been installing on their own as relaxed way of life and also regular athletic wear brands. India is actually finding raising interest in sporting activities including kabaddi, football, beach ball, hockey as well as badminton.Superdry entered the country in 2012 in alliance along with Reliance Brands, a project of Reliance Retail Ventures Ltd (RRVL). RRVL has partnerships with independent manner brand names in sectors like deluxe, bridge-to-luxury and also high-premium and high-street way of life like Armani Substitution, Burberry, Bally, Canali, Diesel, Gas, Hugo Boss, Hamleys and Jimmy Choo, Valentino and Balenciaga for the Indian market. Reliance Brands also got toy store Hamleys in 2019.
Published On Aug 3, 2024 at 09:31 AM IST.
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