Reliance Retail to sell UK's ASOS apparel in India

The partnership will introduce ASOS's curated portfolio of fashion-led own brand labels to the Indian market through various retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms, India's leading retailer said.

Reliance Retail has forged a long-term partnership with ASOS, the UK-based leading online fashion retailer for 20-somethings, to redefine the fashion landscape in India and deliver world-class retail experiences to Indian consumers, the company has said.

As part of the long-term licensing agreement, Reliance Retail will be the exclusive retail partner for ASOS across all online and offline channels in India, the retail arm of Mukesh Ambani-led Reliance Industries said on May 16.

“We're excited to welcome ASOS into our fashion family, marking a significant stride in our dedication to bringing the pulse of global trends to Indian shores. This partnership reaffirms our status as India's premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave,” Reliance Retail Ventures Limited director Isha Ambani said.

The partnership will introduce ASOS's curated portfolio of fashion-led own brand labels to the Indian market through various retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms, India's leading retailer said.

Through the partnership, ASOS, marking its first country-wide exclusive retail collaboration, seeks to serve the fashion preferences of Indian consumers.

ASOS CEO Jose Antonio Ramos said the aim was to empower fashion enthusiasts globally with access to the latest trends. “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends. Together with Reliance Retail, we’re excited to be bringing some of our fashion-led own-brands to customers in India – including ASOS Design, one of the biggest British fashion brands on the planet,” Ramos said.

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