Aditya Birla Fashion and Retail Ltd. (ABFRL) has signed a long-term licensing agreement with Authentic Brands Group (ABG) to distribute and sell Reebok products in India and other ASEAN (Southeast Asian) countries.
ABFRL is known for its lifestyle and formalwear brands including Allen Solly, Louis Philippe, Peter England, Pantaloons and Van Heusen. The deal is the company’s first foray into the sports and activewear category.
Ashish Dikshit, managing director, ABFRL, said, “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. Reebok is one of the leading brands in the sporting goods industry globally and has built a very strong presence in the Indian market over the last two decades. In partnership with ABG, we plan to accelerate Reebok’s business in India, combining its global appeal and salience amongst Indian youth. This transaction further strengthens the ABFRL portfolio and increases our ability to engage with consumers across various need spaces,” he added.
ABFRL will partner with Reebok Design Group (RDG), the newly established global brand hub based in Boston, for all product design, development, innovation, and creative direction.
Corey Salter, chief operating officer, ABG, added, “ABFRL is a champion of the fashion industry in India with proven expertise in building and operating large-scale lifestyle brands across the region. We are very pleased to expand our existing partnership with ABFRL, which includes Forever 21 and other ABG brands, and are confident that ABFRL will be successful in solidifying Reebok’s position with a growing audience of fans in India and Southeast Asia.”
ABG bought the underperforming Reebok business from Adidas in August this year in a $2.5 billion deal. The transfer of ownership of the Reebok brand from Adidas to ABG is expected to close in the first quarter of 2022.
Photo courtesy Aditya Birla Fashion and Retail Ltd.
