Wednesday, May 29, 2024

Reliance Retail to bring UK fashion brand Asos to India – Times of India

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MUMBAI: In what will pit it against fast fashion brands like Zara and H&M, Reliance Retail has inked a long-term licensing agreement with UK-based online fashion brand Asos which largely targets young shoppers in their 20s. Under the terms of the agreement, the company will be the exclusive retail partner for Asos across all online and offline channels in India.Simply put, Reliance Retail will plan the brand’s retail strategy and decide on which online and offline platforms the brand’s products should be placed. Going ahead, Reliance Retail may also launch exclusive Asos stores in India just like it operates outlets for American brand Gap. “…..Reliance Retail will introduce Asos’s curated portfolio of fashion-led own brand labels to the Indian market through a multi-channel presence for Asos and a diverse array of retail formats, including exclusive brand stores, multi-brand store expressions and digital commerce platforms,” the company said in a statement on Thursday.
The partnership with Asos will widen Reliance Retail’s portfolio of fashion brands and add to its strategy of playing across segments ranging from luxury to mass. The positioning of Asos is premium and its India entry will give consumers here access to its in-house brands like Asos Design, Asos Edition and Asos White. British brand Asos offers products in several categories including occasion wear and everyday wear and it will help Reliance cater to young Indians who are increasingly demanding fresh styles and choices.
Reliance Retail has been building a portfolio of global premium and luxury brands through partnerships and counts Balenciaga, Burberry, Diesel and Gap among its partner brands. In all, the company has over 50 brands (fashion and lifestyle) across premium, luxury and ultra luxury segments. “This partnership reaffirms our status as India’s premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave,” said Isha Ambani, director at Reliance Retail ventures.

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