Reliance brings Quiksilver & Roxy to Indian shores

11 Jan '11

3 min read

Reliance Brands Limited, a part of Reliance Industries announced an exclusive long-term license agreement with Quiksilver Holding S.à.r.l. a fully owned subsidiary of Quiksilver Inc., the world's leading outdoor sports lifestyle company to launch it's core brands 'Quiksilver' and 'Roxy'.

This association opens the doors for the much-acclaimed products of Quiksilver and Roxy to be available through Quiksilver fascia stores and other premium channels of sale in all major cities across India, Sri Lanka, Nepal and Bangladesh. The first monobrand store is planned to be launched later this year with an offering to include apparel, accessories and footwear.

Targeting 'young boys and girls' between 16-25 years, Quiksilver and Roxy will offer products that capture their aspiration and sense of individuality. Synonymous with the boardriding culture of surfing, skateboarding and snowboarding, these brands essentially tap into the young person's frame of mind – creative, confident, progressive and restless for adventure

“Quiksilver awakens the spirit of surfing that lives in everyone. It's a spirit that everyone can identify with and wants to be a part of.”

Originating over 40 years ago with the launch of a line of boardshorts, Quiksilver's essence of creativity, adventure, freedom and being progressive continues to dominate the spirit of the brand. Having expanded from boardshorts to offer shirts, t-shirts, pants, jackets, footwear, hats, backpacks, eyewear and other accessories for young men, Quiksilver is committed to ensuring its products blend functionality, innovation and durability.

Its logo of a wave breaking over a snowcapped mountain captures what the brand is about and today is recognized as a celebrated name among youth across the globe.

“Roxy is all about heart. When you follow your heart, you inspire the others to do the same”

Launched in 1990, Roxy is an outdoor fashion brand for the girl who is fun and alive, daring and confident, naturally beautiful and appreciates innovation and simplicity. Catering to an active lifestyle, Roxy offers sportswear, swimwear, outerwear, footwear, bags, eyewear and other accessories. Roxy presents fashionable comfort to the spontaneous and free-spirited young girl for all aspects of her life.

Its logo combines offsetting Quiksilver's mountain-wave logo to look like a heart and is all about heart.

Mr. Darshan Mehta, President & CEO, Reliance Brands Ltd. said “Boardriding, one of the most sought after adventure sports, is increasingly perceived as a state of 'new cool' by the youth globally. Our association with Quiksilver will introduce a casual, fun and adventurous lifestyle to the discerning Indian youth. We are very excited about the association which promises to pioneer a global youth trend across the region.”

Quiksilver Inc is the world's leading outdoor sports lifestylecompany, which designs, produces and distributes a diversified mix of branded apparel, footwear, accessories, snowboards and related products. The company's apparel and footwear brands represent a casual lifestyle for young-minded people that connect with its boardriding culture and heritage.

Reliance Brands Limited is part of the Reliance Group. The Company began operations in October 2007 with a mandate to launch and build international and domestic brand equity in the premium to luxury segment across apparel, footwear and lifestyle business.

Reliance Brands Limited

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