British fashion brand Superdry plans foray into Indian market

English style product Superdry, used by superstars such as Mark Beckham and Pippa Middleton, is coming to Native indian through a tie-up with Dependency Manufacturers. Dependency Manufacturers, a unit of Mukesh Ambani-controlled Dependency Sectors, has finalized a 20-year licensee contract the UK's SuperGroup, owners of the premium-to-luxury Superdry brand.

"We spot the trend worldwide on brands having grip... Superdry is a big celebrity in that and is a anger worldwide," Darshan Mehta, us president of Dependency Manufacturers, said. "Superdry is a more affordable product than other high-class brands available in the marketplace. Yet, it is high in style and wearable," he said.


A Superdry T-shirt will generally price ` 2,200-3,300 while a couple of denims will price ` 5,500-8,250. This price roles it just above brands such Tommy Hilfiger and below Diesel fuel, which Dependency Manufacturers manages in Native indian. Theo Karpathios, us president of general and worldwide department at SuperGroup, said the decision to get into Native indian followed many several weeks of research into a long-term potential of this industry. "Reliance resonates a great collaboration with our product and way of life with their perspective for Superdry being nearest our own," he said.

Superdry has 81 separate shops in the UK and Ireland in european countries as well as 71 discounts in the House of Fashion, Harrods and Selfridge's. In the last 18 several weeks, the organization has been strongly growing its worldwide business, starting more than 130 shops across Europe, the US, Modern australia and Center Eastern.

Superdry has a policy of no advertising or diet supplements worldwide, yet a Kaira set coat used by baseball player Mark Beckham become a anger in the UK, selling 70,000 items from 2007 to mid-2009. Dependency Manufacturers, which provides international labeled items in Native indian through combined projects, programs to start at least five shops to sell Superdry items that incorporate classic Americana materials with pseudo-Japanese written text in the items.

Reliance Manufacturers currently functions 53 shops for a number of brands such as Diesel fuel, Hamleys, Ermenegildo Zegna, Kenneth Cole and Timberland. The organization is on an development exercise, strongly deciding upon new brands and having programs to start 40 shops this season. This schedule alone it has connected over six companies such as Iconix Brand Team and Streams Bros. "It's our brands direction that are fructifying now," Mehta said. Most foreign brands coming into the country prefer combined projects or series contract with Native indian associates mainly to meet a compulsory investment of seeking 30 % of their items from local small and mid-sized providers.