Reliance Retail to bring UK fashion brand ASOS to India

Reliance Industries Ltd’s retail arm has partnered with ASOS to bring the UK’s leading online fashion brand to online and offline stores in India. 

The deal aims to redefine the fashion landscape in India and marks a significant milestone in Reliance Retail Ventures Ltd’s commitment to offering unparalleled choices and bringing world class retail experiences to Indian consumers, the Isha Ambani-led company said. 

ASOS is the UK’s leading online fashion retailer for young shoppers, especially those in their 20s.

Available in nine languages and in more than 200 markets, ASOS offers a curated list of thousands of products sourced from nearly 900 global and local third-party brands alongside a mix of fashion-led own-brand labels.

“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,” Isha Ambani, director, Reliance Retail Ventures Ltd, said.

Under the long-term licensing agreement, Reliance Retail will be the exclusive retail partner for ASOS across online and offline channels in India.

Reliance Retail will introduce ASOS’s curated portfolio of fashion-led own brand labels to the Indian market through a multi-channel presence for ASOS and a diverse array of retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms.

This agreement is ASOS’ first country-wide exclusive retail partnership.

“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,” José Antonio Ramos, chief executive officer at ASOS, said.

“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,” Jose added. 

Reliance Retail, the holding company of all retail companies under Reliance Industries, operates an integrated omni-channel network of over 18,836 stores and digital platforms across grocery, consumer electronics, fashion and lifestyle, and pharmaceuticals.

The company reported a consolidated turnover of ₹306,786 crore ($37 billion) and net profit of ₹11,101 crore ($1.3 billion) for the year ended 31 March.

Partnering with over 3 million merchants through its commerce initiative, Reliance Retail is the only Indian retailer in the global top 100 and amongst the fastest growing retailers globally as per Deloitte’s Global Powers of Retailing 2023.