Asos Partners with Reliance Retail to Bring Fashion Brands to India

The collaboration with Reliance Retail marks a significant milestone in its international expansion strategy

Reliance Retail Ventures Limited (RRVL) and UK-based online fashion retailer Asos have signed a long-term licensing agreement for the introduction of Asos' brands to the Indian market. Under this strategic partnership, Reliance Retail will serve as the exclusive retail partner for Asos across all sales channels in India. This includes exclusive brand stores, multi-brand stores, and digital commerce platforms. Notably, this agreement represents Asos’ first country-wide exclusive retail partnership.

Director of RRVL Isha Ambani remarked, "This partnership reaffirms our status as India's premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave." The deal aligns with Reliance Retail’s strategy to expand its portfolio of international brands available in India, following their acquisition of the exclusive rights for Sephora India’s business from Arvind Fashion Limited last year.

Reliance Retail, a dominant player in the Indian retail market, posted a consolidated turnover of $37 billion and a net profit of $1.3 billion for the fiscal year ending March 31. The company's vast network and robust digital platform are expected to provide significant leverage for Asos in penetrating the diverse and growing Indian market. Founded in 2000 by Nicholas Jon Robertson and Quentin John Griffiths, Asos has grown to become a leading online fashion destination. The collaboration with Reliance Retail marks a significant milestone in its international expansion strategy, aiming to cater to the burgeoning demand for contemporary fashion in India.