Aditya Birla Fashion (ABRFL) to handle Reebok India retail
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15 December 2021, Mumbai:
Aditya Birla Fashion and Retail (ABFRL) will take on Reebok’s India operations. Aditya Birla will sign a long-term licensing agreement that grants it the exclusive right to distribute and sell Reebok products via wholesale, e-commerce, and Reebok branded retail stores in India and other ASEAN countries.
The group plans to accelerate Reebok’s India business. Reebok is a big brand and has a strong presence in the Indian market.
This transaction will further strengthen Aditya Birla’s portfolio and increase its capacity to engage with customers across demographics. It will further its global strategy of assembling a network of core operating partners vis-à-vis Reebok.
It will also team up with Reebok Design Group, a newly established global brand, in areas like product design, development, innovation, and creative direction for building a unified brand vision and voice.
Aditya Birla Fashion and Retail (ABFRL) is a champion of the fashion industry in India with proven expertise in building and operating large-scale lifestyle brands.
As Indians get more active, athletic, and health-focused, their consumption of apparel and accessories is expected to increasingly change in line with these trends, providing an opportunity to build iconic brands of global repute. The sports and activewear segment is having an annual growth rate of around 14 percent.
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