Adidas Originals opens store in Delhi, looks to expand in key cities

By

Maverick Martins

Published
Dec 12, 2017

Adidas Originals, as part of its key city expansion plan, has added the first company-owned store in the national capital Delhi at the DLF Promenade, Vasant Kunj. The store was inaugurated by Bollywood actor & its Indian brand ambassador Ranveer Singh.

The new store is spread across 1,722 square feet and will showcase Originals’ latest collections, which will feature Superstar, StanSmith, NMD, EQT, Crazy and Forum, among others. The brand also unveiled its latest footwear silhouette Prophere on the occasion which will be available for the first time in the country.

Speaking about the new store Adidas Originals Ranveer Singh said, “Adidas Originals has always been about defying the conventional. It’s the brand that truly represents me and thrives on individuality and self-expression. This store is the ultimate Originals destination for the people of Delhi!”

The Adidas Originals store in Delhi is the first company-owned store and it plans to further add similar stores in key cities like Mumbai and Bangalore, which have been identified as key markets for growth by the company.
 
Originals is one of the fastest growing category for the German sportswear giant, which has been witnessing a double-digit growth in terms of stores and sales contributing around 10% to the company's top line.
 
The German sportswear giant had reported a growth of 22 per cent in its revenue at Rs 1,100 crore ($172.1 million) for 2016-17. It recorded a PAT (profit after tax) of Rs 95 crore (approx $15 million).
 
Commenting on the launch, Managing Director, Adidas Group India, Dave Thomas in a statement said, “The current launches of strategic Adidas Originals’ stores at relevant locations has been a part of the brand’s key city expansion plans, wherein we fortify our presence in the prime locations of our three main markets- Delhi, Mumbai and Bangalore, and continue to build more heat with cutting edge products, cult street style trends and local activations with our brand ambassador and influencers.”
 
Adidas India has already got an approval to bring in FDI (Foreign Direct Investment) in retail through its existing wholesale entity to open company owned stores and is planning to open 30-50 outlets by 2020 along with its own online portal.