.New Delhi: Dependence Retail prepares to prolong Superdry right into the athleisure portion which are going to put it in direct competition with leading sportswear brand names like Nike, Adidas and also Asics.Last year, the English fashion brand had actually printer inked a shared project deal with Dependence Brands for the sale of Superdry's intellectual property resources in India, Sri Lanka, as well as Bangladesh for u20a4 40 million (virtually 405 crore at the time). Superdry's venture into the athleisure sector in India will definitely be a first for the firm globally, with many outlets readied to be opened throughout India. Initially, the business will definitely sell clothing, and also later on footwear after securing BIS certification." The company has been focusing on a retail format for athleisure items, which has actually watched a surge in demand because the pandemic. It may absorb French retailer Decathlon also along with large format shops, while Superdry sporting activities are going to be actually mid-size outlets," said a store operator accustomed to the development.Reliance Retail did certainly not react to ET's queries.Sales of leading sports companies have actually sprinted in the past pair of years, driven by boosting awareness regarding health and fitness and surging requirement for athleisure wear. Along with a population of greater than 1.4 billion, India is one of the fastest-growing as well as most extensive worldwide markets for sports apparel and also shoes companies.Most global companies have actually been actually about in the country for greater than two decades and have actually expanded by means of relationships with cricket and various other showing off activities. The more recent competitors, nonetheless, have been actually positioning on their own as relaxed way of life as well as frequent athletic wear brands. India is finding increasing rate of interest in sports such as kabaddi, football, volleyball, hockey and also badminton.Superdry entered into the country in 2012 in relationship along with Dependence Brands, an endeavor of Reliance Retail Ventures Ltd (RRVL). RRVL has relationships along with independent fashion brand names in sectors like luxurious, bridge-to-luxury as well as high-premium and also high-street way of life like Armani Substitution, Burberry, Bally, Canali, Diesel-powered, Gasoline, Hugo Boss, Hamleys and also Jimmy Choo, Valentino as well as Balenciaga for the Indian market. Dependence Brands additionally obtained plaything store Hamleys in 2019.
Published On Aug 3, 2024 at 09:31 AM IST.
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