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Hummel exploring Indian market for expansion
May '18
Courtesy: Hummel
Courtesy: Hummel
Hummel, 95-year-old Denmark-based International sportswear company, is exploring Indian market for its next leg of expansion. The company has already joined hands with premium fashion e-commerce companies such as Jabong and Myntra for retailing its products in the India subcontinent. The company runs a substantial part of its production business in India.

In their quest to penetrate the Indian market, Hummel is on the lookout for strategic partners to get a better grip on India, its people, the market and the business and economic ecosphere. They are in talks with various prospective partners to be able to explore more online e-commerce options as well as enter the offline retail segment towards the end of the year. Highly satisfied with their beta testing via Jabong and Myntra, Hummel states that their plans for India are nothing short of long-term.

In a recent visit to India, Christian Stadil, the owner of the parent company Thornico group and hummel International said, he had seen the country growing before his eyes. His company was keen to know the Indian Market and the requirement of its audience. “This country needs to be more than just a production hub and we want to be a part of its success story. Unlike most brands, which first look at China and thereafter consider moving into Indian markets, Hummel went the other way. We have made our foray in the e-commerce space already in India. Now we will also make our products available in the Chinese market as well in a month or two.”

Currently selling on Jabong and Myntra in India, Hummel is already on its way to create new records. With a very high retention rate, Hummel ranks in the top league of all available sports brand selling on Jabong and Myntra. In addition to its existing collection, considering India’s diversity, Hummel is looking to come up with a more vibrant collection to cater to the colourful palette of the Indian audience, CEO Allan Vad Nielsen said.

“The Indian market is on hummel’s priority list. We’ve been slow, yet steady and took our time to enter the Indian market, it is because we are here to stay,” Nielsen said and added, “Very soon you will find collections that are India centric. We will create branded content and products for the Indian market.” (SV)

Fibre2Fashion News Desk – India

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