Reliance-Superdry JV sprints for India’s billion-dollar performance wear prize
09 January 2025, Mumbai
The Indian activewear market is projected to breach the $1 billion valuation by 2026, signaling a decisive shift from casual athleisure to high-spec technical gear. Superdry Sport’s entry through Reliance Brands (RBL) targets the widening supply-side gap in the premium performance segment. By prioritizing functional training and running over general street style, the brand aims to capture a category currently growing at a 16 per cent CAGR. This strategy addresses a maturing cohort of urban consumers who now demand specialized attributes like compression support and advanced moisture-wicking capabilities over simple logo-led designs.
Scaling through strategic IP ownership
Leveraging the 2023 joint venture where RBL secured a 76 per cent stake in the South Asian IP for £40 million, the brand is utilizing a massive distribution machine of 200+ points of sale across 50 cities. This infrastructure offers a distinct competitive edge in reaching Tier-I and Tier-II markets simultaneously. Retailers are no longer just selling a look; they are selling measurable performance, suggests an industry consultant. As global giants like Nike and Puma defend their market share, Superdry Sport’s integration into the RBL portfolio serves as a blueprint for localized brand architecture and optimized capital expenditure in a high-growth retail landscape.
Superdry entered the Indian market in 2012, quickly becoming a hallmark of premium youth fashion. The 2023 transition to a majority-owned IP model under Reliance Brands Limited has accelerated its expansion. Currently operating the brand’s largest global franchisee network, the partnership focuses on dominating the lifestyle and technical apparel segments through aggressive multi-channel scaling.
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