Reliance Retail, a subsidiary of multinational conglomerate Reliance Industries Limited (RIL), has entered a long-term exclusive licensing agreement with UK online fashion retailer ASOS. 

This collaboration will make Reliance Retail as the exclusive partner for ASOS in India, covering both online and offline channels.  

The Indian retailer will offer ASOS’s curated portfolio of own-brand labels to customers through different retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms. 

Headquartered in London, ASOS offers a curated portfolio of thousands of products from nearly 900 global and local third-party brands. 

The brand’s presence extends across more than 200 markets, with a user-friendly app and website available in nine languages.  

Reliance Retail director Isha Ambani said: “We're excited to welcome ASOS into our fashion family, marking a significant stride in our dedication to bringing the pulse of global trends to Indian shores. This partnership reaffirms our status as India's premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave.” 

The agreement marks the first country-wide exclusive retail partnership for ASOS. 

Reliance Retail operates an expansive omnichannel network, including over 18,836 stores and digital commerce platforms across India.  

Through its New Commerce initiative, the retailer also partnered with over three million merchants.  

ASOS CEO José Antonio Ramos said: “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends. Together with Reliance Retail, we’re excited to be bringing some of our fashion-led own-brands to customers in India – including ASOS Design, one of the biggest British fashion brands on the planet.” 

In March, Reliance held talks with British fashion retailer Primark to launch the brand in the Indian market.