Global fashion brand Superdry is sharpening its India growth strategy with the launch of its new collection and an expanded focus on travel gear and accessories, targeting the country’s young, style-conscious consumers, a company’s spokesperson said.
As part of its category expansion, Brand Concepts Ltd., India’s leading licensee for premium and lifestyle fashion brands, has entered into a new licensing partnership with Reliance Brands Limited (RBL) to scale Superdry’s travel gear and accessories business in India.
Under the exclusive agreement, Brand Concepts will design, manufacture, and distribute Superdry travel gear, handbags, and small leather goods (SLGs), strengthening the brand’s presence in the fast-growing lifestyle segment.
“We are delighted to partner with Reliance Brands Limited to accelerate Superdry’s presence in travel gear and accessories,” said Abhinav Kumar, Co-founder, Brand Concepts Ltd. “This partnership enables us to strategically build the category, creating collections that are both stylish and functional while reflecting Superdry’s global legacy of quality and durability.”
The expanded range will roll out in phases across leading e-commerce portals and premium department stores, with plans to open exclusive brand outlets in Tier-1 cities.
Alongside this, Superdry’s new collection reinforces its Gen Z-focused strategy, offering fresh designs inspired by the brand’s signature Varsity and Tokyo Town stories. The brand continues to position itself at the intersection of premium and fast fashion, blending English craftsmanship with Americana and Tokyo street style.
To fuel growth, Superdry plans to expand flagship stores, strengthen partner outlet networks, and grow its omnichannel presence through its website and collaborations with Ajio, giving access to over 20,000 pin codes across India.
The brand remains optimistic about the festive quarter, buoyed by strong like-for-like growth and a pickup in discretionary demand.
