ABFRL partners with Authentic Brands to take on Reebok’s operations in India

By

Maverick Martins

Published
Dec 14, 2021

Authentic Brands Group (ABG) and Aditya Birla Fashion and Retail Limited (ABFRL) have signed a long-term licensing agreement, which grants the latter exclusive rights to distribute and sell Reebok products in India across channels.
 

With this partnership, ABFRL has entered the lucrative sports and activewear segment. ABFRL sees huge potential for growth in this segment and is banking on Reebok’s popularity to gain a significant share of the market in the coming years.
 
Commenting on the partnership, Ashish Dikshit managing director at ABFRL in a statement said: “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.”

Corey Salter, chief operating officer at Authentic Brands Group added: “We are very pleased to expand our existing partnership with ABFRL, which includes Forever21 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.”
 
ABFRL is one of India’s leading fashion groups with a strong portfolio of domestic and international brands. It has a network of 3,264 stores, 26,841 multi-brand outlets with over 7,094 points-of-sale in department stores across India.