ABFRL to operate Reebok –owned stores in India

16 August 2022, Mumbai:

Aditya Birla Fashion Retail (ABFRL) plans to open company-owned and operated stores of Reebok in select markets, instead of having stores only through its existing franchise model.

Last year, Aditya Birla Fashion and Retail Ltd signed a long-term licensing pact with Authentic Brands Group (ABG) - the owner of Reebok - for exclusive rights to distribute and sell the sports brand's products through wholesale, e-commerce, and Reebok-branded retail stores.

Aditya Birla Fashion said Reebok India’s operations will be transferred to it from October 1.

Reebok's primary model in India is a completely franchisee-owned one. AshishDikshit, Managing Director, Aditya Birla Fashion and Retail, says, the company will make some investments in at least the key markets where it aims to establish the brand more strongly and spend the company's money."

Reebok's operations will be classified under the subsidiary Madura Fashion and Lifestyle and will gain a net economic benefit for the second half of the fiscal year, the company said.

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