D:FY to retail sportswear exclusively on Amazon online

By

Isabelle Crossley

Published
Sep 6, 2018

The recently launched Indian sportswear brand D:FY has partnered with Amazon India to retail its products exclusively online on the platform and has brought in Hardik Pandya and Nidhhi Agerwal as brand ambassadors.

D:FY, which recently launched its first flagship store in Phoenix Market City, Mumbai, has now gone online with Amazon India. The brand hopes that the exclusive online partnership will help the brand to reach a wider audience through Amazon India’s large pan-India customer base.

Along with partnering with Amazon, the brand has brought two brand ambassadors on-board. The cricket player Hardik Pandya and Bollywood actress Nidhhi Agerwal will now represent the brand and feature in its advertising campaigns. Agerwal recently visited the brand’s Mumbai flagship store and wrote on her social media: “So kicked and proud to be the brand ambassador of D:FY”.

D:FY is also expanding through brick and mortar stores which it plans to roll out across India. The brand aims to open 22 stores in nine cities this year: Mumbai, Bengaluru, Hyderabad, Chennai, Surat, Vadodara, Mohali, Bareily, and Hubli.

The brand markets itself as a sportswear brand made for Indians and had an “Indian last” for footwear created to cater to Indian customers’ specific needs. Products have been designed in Portland, US.