India has turned to be profitable for the American premium apparel and accessories brand Ed Hardy. The company was established by US tattoo artist Don Ed Hardy well, the comeback is successful and Ed Hardy is planning for its expansion to become Rs 500 crore brand by 2022, added a top executive at Arvind Lifestyle Brands Ltd, the current licensing partner of Iconix Lifestyle India Pvt. Ltd.
Iconix Lifestyle is a joint venture between US-based Iconix Group (which owns Ed Hardy) and Reliance Brands, a part of Reliance Industries Ltd.
Alok Dubey, chief executive officer, lifestyle brands at Arvind Lifestyle Brands Ltd, which sells foreign labels like Tommy Hilfiger, Nautica, GAP and Aeropostale said “It is a very strong comeback story. We have not just repositioned the brand but also made it very strong and profitable in the market.”
Ed Hardy concentrates on young men. The company adds that Men’s segment contributes upto 90% of the overall revenue.