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Our Bureau

New Delhi, Sept. 12 Germany-based sportswear major Adidas on Wednesday announced the launch of its lifestyle brand — Originals — in the country and said it will also introduce two other brands in India.

With a focus on the top four to six metro cities, the company unveiled its first Adidas Originals outlet here. It plans to open half-a-dozen more such standalone stores by the end of 2007.

“The new brand is a premium category range and apart from the existing sports performance products available in India, we are focusing on metros as it is not a mainstream range,” said Mr Andreas Gellner, Managing Director, Adidas India.

Adidas will also launch its women’s range Stella McCartney next year in India, while its Y-3 collection by Japanese designer Yohji Yamamoto is expected to be available in the domestic market in the next couple of years, depending on the designer’s choice.

“Y-3 is a very exciting range and India has a small market for it, wait for a couple of more years and we may open the first store in Mumbai. In fact, early 2008 will be a good opportunity for Stella McCartney to establish itself in India,” said Mr Gellenr.

Globally, Originals range contributes 30 per cent to the company’s total revenue, but in India it is looking at a five per cent share of the total sales from the first year of the lifestyle brand’s operations.

“Adidas has over 200 outlets in the country, which are expected to increase to 250 by this year-end,” Mr Gellner said.

Earlier this year, the company had announced a retail expansion that includes adding over 100 stores every year to become the number one sports goods brand in India by 2010. Adidas currently has 200 stores in India.

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