.New Delhi: Reliance Retail plans to stretch Superdry into the athleisure section which will put it in direct competition along with leading activewear companies like Nike, Adidas and also Asics.Last year, the English fashion label had actually tattooed a shared endeavor contract along with Reliance Brands for the sale of Superdry's trademark assets in India, Sri Lanka, and also Bangladesh for u20a4 40 thousand (virtually 405 crore at the time). Superdry's venture right into the athleisure sector in India are going to be a 1st for the provider around the world, along with numerous stores readied to level around India. At first, the firm will definitely sell garments, and also later footwear after securing BIS certification." The firm has actually been actually working on a retail style for athleisure items, which has watched a rise sought after due to the fact that the pandemic. It might take in French merchant Decathlon also along with huge style stores, while Superdry sporting activities will be mid-size outlets," stated a store driver acquainted with the development.Reliance Retail performed certainly not reply to ET's queries.Sales of leading sporting activities companies have actually sprinted over the last pair of years, driven by improving recognition about fitness as well as climbing need for athleisure wear and tear. With a populace of greater than 1.4 billion, India is among the fastest-growing and also largest global markets for sportswear as well as footwear companies.Most international brands have actually been actually around in the country for much more than 20 years and also have actually developed with collaborations along with cricket and also various other sporting activities. The newer competitors, nonetheless, have actually been actually installing themselves as relaxed way of life and also normal athletic wear brands. India is viewing raising enthusiasm in sporting activities such as kabaddi, soccer, beach ball, hockey as well as badminton.Superdry entered into the country in 2012 in relationship with Dependence Brands, an endeavor of Reliance Retail Ventures Ltd (RRVL). RRVL has collaborations along with individual style labels in sectors like luxury, bridge-to-luxury and also high-premium and high-street way of living such as Armani Swap, Burberry, Bally, Canali, Diesel, Gasoline, Hugo Supervisor, Hamleys as well as Jimmy Choo, Valentino as well as Balenciaga for the Indian market. Reliance Brands additionally obtained plaything store Hamleys in 2019.
Published On Aug 3, 2024 at 09:31 AM IST.
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