Reliance Industries signed a 20-year license agreement with the UK’s pioneer retail brand, SuperGroup to launch SuperDry in India. Superdry is one of the most looked after brands globally with celebrities like David Beckham and Pippa Middleton opting for it.
Though Superdry is one of the most desirable brands, it is affordable in comparison with other luxurious brands and hence paves way for this agreement. Reliance Brands has left no stone unturned in tethering with the present-day shopping pulse by housing the most renowned retail brands including Kenneth Cole, Diesel, and Brooks Brothers. It has around 53 stores across the country and proposes to set up 40 stores this year with international collaborations serving to be the channel. Bringing in Superdry will further boost the momentum of its business.
The present year witnessed it collaborating with around six companies including Iconix Brand Group and Brook Brothers. Superdry is relatively affordable in comparison to Diesel, the brand that Reliance Brands handles at present. Its T-shirt costs Rs. 2,200-3,300 approximately and a pair of jeans is priced at Rs 5,500-8,250.
Theo Karpathios who serves as the chief executive of wholesale and international division at SuperGroup says that this partnership came into being after a long-term research that gauged the feasibility of the brand in India. He also added that the brand’s attitude and vision matched with Reliance‘s and enabled them to break ground in a country like India that has a huge potential.
The exclusive fusion of design influences from Japanese Graphics and vintage America tailored comprehending with the British tastes, sets this brand apart. There are around 81 standalone Superdry stores in the UK and the Ireland along with 71 concessions in the House of Fashion, Harrods, and Selfridge's. Intending to foray into international business, it rolled out more than 130 stores across the US, Australia, Europe, and the Middle East. SuperGroup is its parent company.
Though the company adheres to the no advertisement or a celebrity endorsement policy, the international celebrity following has added to its brand recognition massively. Around 70,000 pieces of Brad Leather Jacket were sold from 2007 to mid-2009, consequent to it being worn by David Beckham, football player.
Darshan Mehta, Chief Executive of Reliance Brands, considers the variety of brands that Reliance Brands proffers as its USP. Hence, it further takes the plunge to introduce many new international brands and acts as a one-stop store for all renowned brands in the country. The franchise agreement making it mandatory for international companies who venture into the Indian market to source around 30 percent of the merchandise from Indian vendors acts as an inducement for such businesses.