Authentic Brands Group expands India footprint as Reebok leads 100-store expansion
13April 2026, Mumbai
Authentic Brands Group (ABG) is significantly accelerating its investment in the Indian retail sector, confirming an aggressive expansion roadmap that includes the launch of over 100 new points of sale. This strategic maneuver is spearheaded by Reebok, which remains the cornerstone of ABG’s athletic portfolio in the region. By prioritizing high-growth urban corridors, the global brand development firm aims to solidify its market share within the professional workwear and activewear segments- two categories currently experiencing a major structural shift in consumer preference.
Strategic diversification and the premiumization wave
The decision to scale physical operations is a direct response to a burgeoning middle class and an increasing ‘athleisure’ trend among corporate professionals. Beyond Reebok, the expansion focuses on a multi-brand approach featuring Champion and Guess, targeting the ‘white space’ between mass-market apparel and luxury. India is a fundamental growth opportunity for us; the population's shift toward active lifestyles aligns perfectly with our core brands, states Henry Stupp, President of EMEA & India, Authentic Brands Group. This premiumization strategy is reflected in recent fiscal trends, where the sports and activewear segment in India is projected to exceed a valuation of $13 billion by the end of the current cycle.
Operational synergies and omnichannel integration
To execute this high-capacity rollout, ABG is leveraging its long-term licensing partnership with Aditya Birla Fashion and Retail (ABFRL). This collaboration provides a sophisticated logistics and distribution network essential for navigating India’s complex supply chain. The integration includes a robust omnichannel framework, ensuring that the physical 100-store surge is mirrored by localized e-commerce initiatives. By combining ABG’s global brand equity with ABFRL’s deep-rooted retail expertise, the group is positioned to mitigate inflationary pressures while meeting the 14 per cent annual growth rate currently observed in the premium casual sector.
Authentic Brands Group is a global leader in brand development, managing a diverse portfolio of iconic fashion and lifestyle labels. In India, ABG operates primarily through strategic licensing, focusing on high-performance athletic gear and premium workwear. With a financial outlook geared toward long-term leadership, the group’s recent acquisition of Reebok from Adidas marks a pivotal historical shift, enabling a total revamp of the brand’s retail identity across Tier-I and Tier-II Indian markets.
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