Superdry and Reliance Retail to introduce athleisure line in India. Credit: Filmbildfabrik/Shutterstock

Reliance Retail, the retail arm of Indian conglomerate Reliance Industries Limited, is set to broaden Superdry‘s product range in India with the introduction of an athleisure line, The Economic Times has reported.  

The move marks Superdry’s inaugural venture into the global athleisure segment and will see it competing with leading sportswear giants NIKE and adidas.  

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The strategic expansion follows the formation of a joint venture (JV) between Reliance Brands Holding UK (RBUK), a wholly owned subsidiary of Reliance Brands Limited (RBL), and Superdry in October 2023. 

The JV has acquired Superdry’s intellectual property assets in India, Sri Lanka and Bangladesh for £40m.  

ET Bureau quoted a source: “The company has been working on a retail format for athleisure products, which has witnessed a surge in demand since the pandemic. 

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“It might take in French retailer Decathlon also with large format stores, while Superdry sports will be mid-size stores.” 

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Reliance Retail is preparing to open multiple Superdry athleisure stores across India.  

Initially, they will offer apparel for both men and women, with plans to include footwear once the necessary Bureau of Indian Standards certification is obtained.  

Superdry first entered the Indian market in 2012 through a partnership with Reliance Retail Ventures Limited’s Reliance Brands Limited.  

The brand currently operates stores in key cities such as Mumbai, New Delhi and Bengaluru. 

In May 2024, Reliance Retail entered a long-term exclusive licensing agreement with UK online fashion retailer ASOS.