Reliance Retail is set to expand Superdry into the athleisure market, positioning it directly against major sportswear brands such as Nike, Adidas, and Asics. Last year, Superdry entered into a joint venture with Reliance Brands, transferring its intellectual property assets for the Indian, Sri Lankan, and Bangladeshi markets for £ 40 million (approximately Rs. 405 crore during that time).
Superdry’s venture into athleisure in India will mark its first global move into this segment. The brand plans to open several stores across India, initially focusing on clothing and later introducing footwear once it receives BIS certification.
The demand for sports brands has surged in the past two years, driven by a growing focus on fitness and athleisure wear. With a population exceeding 1.4 billion, India represents one of the fastest-growing international markets for sportswear and footwear.
Established global brands have been present in India for over two decades, often leveraging cricket and other sports. In contrast, newer entrants are branding themselves as comfortable lifestyle and steady athletic wear brand. The goring interest in sports like kabaddi, volleyball, soccer, hockey, and badminton is also contributing to this trend.
Superdry first entered the Indian market in 2012 through collaboration with Reliance Brands, a division of Reliance Retail Ventures Ltd (RRVL). RRVL partners with various independent fashion brands in segments such as luxury, bridge-to-luxury, and high-street lifestyle, including names like Armani Exchange, Jimmy Choo, Burberry, Hugo Boss, Bally, Canali, Diesel, Gas, Hamleys, Valentino, and Balenciaga. Additionally, Reliance Brands also bought toy retailer Hamleys in 2019.
