Eddie Bauer partners Outdoor Goats to foray into the Indian retail marke

American outdoor lifestyle brand Eddie Bauer has officially entered the Indian apparel market through a strategic partnership with Outdoor Goats, utilizing Wild Country as its exclusive licensee. The brand launch addresses expanding domestic interest in the mid-premium outdoor and activewear segments, which are currently recording a robust 35 per cent Y-o-Y growth trajectory. Focusing primarily on metropolitan and emerging urban centers, the initial product rollout targets consumers aged 25 to 40 seeking versatile utility wear. Henry Stupp, President, EMEA-India, Authentic Brands Group, notes, the brand's century-old heritage aligns naturally with the evolving preferences of Indian consumers who demand high-performance apparel suited for multiple environments.

Digital-first introduction and upcoming omnichannel expansion

The initial collection features specialized technical apparel including UPF 50 sun-protected items, active cooling garments, and four-way stretch materials, with price points ranging from Rs 2,299 for basic essentials up to Rs 20,000 for heavy insulated outerwear. Merchandise is currently accessible via the brand's dedicated Indian e-commerce platform and Myntra, with broader digital marketplace integration scheduled before the close of 2026. Following the digital-first introduction, the enterprise is preparing for an extensive physical retail rollout starting in 2027, featuring dedicated standalone boutiques and shop-in-shop formats across key commercial real estate corridors.

Outfitting major international expeditions

Eddie Bauer is an iconic American outdoor lifestyle brand founded in Seattle in 1920. Operating across 41 countries, it specializes in high-performance apparel, down jackets, and travel gear. Targeting long-term global expansion, the brand maintains strong financial performance, anchored by its century-old legacy of outfitting major international expeditions.