Aditya Birla Inks Deal With Authentic Brands Group To Distribute Reebok in India

Aditya Birla Fashion and Retail Limited (ABFRL), one of India’s largest fashion companies, has signed a long-term licensing deal to gain exclusive rights to sell Reebok products through wholesale, eCommerce and Reebok branded retail stores throughout India as well as in other ASEAN countries.

The deal comes as an effort to jump in on India’s booming sports and activewear segment and marks ABFRL’s first foray into the category.

“As Indians get more active, athletic and health focussed, their consumption of apparel and accessories is expected to increasingly change in line with these trends, providing an opportunity to build iconic brands of global repute,” said Ashish Dikshit, managing director at ABFRL.

To date, ABFRL has a network of 3,264 stores across India and a repertoire of market-leading brands such as Louis Philippe, Van Heusen, Allen Solly and Peter England, as well as domestic fast-fashion giant Pantaloons. The company is also a distributor for global brands such as Forever 21, American Eagle and Ralph Lauren in India.

“ABFRL is a champion of the fashion industry in India with proven expertise in building and operating large-scale lifestyle brands across the region. We are very pleased to expand our existing partnership with ABFRL, which includes Forever 21 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,” said Corey Salter, chief operating officer at ABG.

Originally published at on December 15, 2021.



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