Superdry to launch athleisure line in Indian market with Reliance

Reliance Industries Limited’s retail arm Reliance Retail aims to expand Superdry’s product offering in India and launch an athleisure line. The retail concept would feature dedicated stores in what would be a global first.

“The company has been working on a retail format for athleisure products, which has witnessed a surge in demand since the pandemic,” an anonymous mall operator close to the development told ET Bureau. “It might take in French retailer Decathlon also with large format stores, while Superdry sports will be mid-size stores.”
 
Reliance Retail plans to launch several stores in India for Superdry athleisure wear, according to the source. The stores will begin by retailing apparel for men and women and will then expand to also retail footwear when the business has secured the appropriate certification from the Bureau of Indian Standards.
 
Reliance Brands Limited signed a joint venture agreement with British brand Superdry in 2023 for a total of close to Rs 405 crore (with the exchange rate at the time). The deal gave Reliance Brands the the rights to Superdry’s intellectual property assets in the Indian, Bangladeshi, and Sri Lankan markets.
 
Superdry entered India in 2012 in partnership with Reliance Retail Ventures Limited’s Reliance Brands Limited. The brand retails from stores across the country including in Mumbai, New Delhi, and Bengaluru.