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Brand Concepts Ltd., a key player in India’s fashion licensing space, has signed an exclusive agreement with Reliance Brands Ltd. (RBL) to expand British fashion label Superdry’s footprint in the travel gear and accessories segment across India.
As part of the new licensing partnership, Brand Concepts will design, manufacture, and distribute a curated line of Superdry-branded travel gear, handbags, and small leather goods (SLGs). The rollout will take place in phases, with products debuting on leading e-commerce platforms and in premium department stores, followed by the launch of exclusive brand outlets (EBOs) in major Tier-1 cities.
According to Prateek Maheshwari, Founder & MD of Brand Concepts Ltd., the partnership opens new avenues to strengthen Superdry’s connect with Indian consumers. “Superdry has built a powerful identity in India. This collaboration with Reliance Brands will help us craft versatile collections that blend fashion with functionality, echoing the brand’s hallmark of superior quality and bold design,” he said.
Superdry, known for its unique fusion of vintage Americana, Japanese-inspired graphics, and British tailoring, will bring that signature aesthetic to a new category aimed at the style-conscious Indian traveler.
The collaboration is the latest move in a broader expansion strategy for Superdry in South Asia. The brand, which entered India in 2012 through a franchise partnership with RBL, saw a significant shift in October 2023 when RBL’s UK-based subsidiary, Reliance Brands Holding UK Ltd (RBUK), acquired Superdry’s intellectual property rights for India, Sri Lanka, and Bangladesh. That acquisition laid the foundation for more localized brand development and innovation across key categories.
With this exclusive license, Brand Concepts aims to tap into India’s fast-growing market for premium lifestyle accessories, offering consumers products that blend international design with local relevance.
