Reliance Brands to Secure Majority Superdry IP Rights in India

Reliance Brands to Secure Majority Superdry IP Rights in India

The latest joint venture underscores a pivotal moment in the enduring alliance between the two companies.

Mumbai-based Reliance Brands Limited (RBL) has joined forces with UK’s Superdry PLC in a joint venture via its subsidiary, RBUK. This venture will involve acquiring the intellectual property rights for Superdry in India, Sri Lanka and Bangladesh. The ownership of the joint venture will see RBUK (Reliance’s UK subsidiary) holding a 76% share, while Superdry will retain a 24% stake.

This move extends an existing partnership, established in 2012 when RBL and Superdry PLC entered into a franchise agreement that introduced the Superdry brand to the Indian market. This strategic move looks forward to tapping into the growing purchasing power of Indian consumers and lays the foundation for Superdry’s expansion plans in these regions.

Superdry’s expansion in the Indian market

Superdry, which combines British, American and Japanese fashion elements, has been well-received by young Indian fashion enthusiasts. To date, they have extended their presence to 200 retail locations across 50 cities and have an online reach extending to over 2,300 cities. This makes India’s Superdry operation the most extensive franchisee network of the brand globally.

The brand offers a diverse product range, from outerwear and T-shirts to shoes and accessories, catering to both men and women. Recognizing the evolving preferences of Indian consumers, Superdry has introduced new product lines over the years, such as swimwear, fragrances and exclusive Denim & Shirt collections. The brand further expanded its portfolio by stepping into the sports and activewear domain in 2019. Moreover, Bollywood actor Kartik Aryan has been associated with Superdry since 2022, bolstering its visibility in the Indian market.

Darshan Mehta, MD of RBL, shared his enthusiasm for the ongoing partnership with Superdry, emphasizing its significant impact on the Indian fashion landscape over the past decade. Superdry’s CEO, Julian Dunkerton, echoed this sentiment, highlighting the promising prospects for Superdry in India due to its robust relationship with RBL.

While Superdry UK will retain an interest in the brand within the Indian domain, it commits to furthering the brand’s growth by contributing expertise in various areas, including design and marketing. The renewed partnership between RBL and Superdry PLC is expected to usher in beneficial strategies for both entities, focusing on localized product offerings, cost efficiency and robust brand development initiatives.

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Header Image Courtesy of Unsplash 

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