British clothing brand Superdry, which forayed in the sports and athleisure apparel segment under its sub-brand Superdry Sport globally in 2017, is now bringing this sports fashion range to India.

The brand, which entered India in 2012, under a long-term distribution agreement with Reliance Brands, has been witnessing high double digit growth in the country.

Reliance Brands opened the first exclusive store of Superdry Sport in Delhi this week. Manu Sharma, Business Head, Superdry India, said, “The athleisure apparel segment is witnessing strong traction and we expect Superdry Sport to be the next big category of growth driver for us in India. The basic need gap that we are fulfilling through Superdry Sport is to offer consumers an athleisure and sportswear range, which is not just functional but also highly stylised and aesthetically appealing.”

More stores, more cities

After Delhi, the company will be opening Super Sport stores in Mumbai and Bengaluru in the next six months. Besides apparel, these stores will also sell shampoos, body washes, deodorants and fragrances. The range will be further strengthened with the launch of footwear in the next 1-2 years.

“India is among the top three markets in the Asia-Pacific region for Superdry,” he added.

The British clothing brand is known for its vintage Americana styling with Japanese-inspired graphics. Overall, Reliance Brands is currently operating 31 Superdry stores and about 34 shop-n-shops in department stores.

“Three additional stores are under construction and are expected to open by the end of this financial year. Another 15 stores are expected to be operational in the next financial year,” he said.

Similarly, 15 additional shop-n-shops will be also be set up in the next financial year.

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