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Adidas seeks DIPP nod to open fully-owned stores in India

By Sujata Sachdeva

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German sports-lifestyle brand Adidas, which has been aggressively pursuing the India market, has now approached the Department of Industrial Policy and Promotion (DIPP) for approval to open fully owned stores under the foreign direct investment (FDI) in single-brand retail policy. The plan is to open large stores. As of now, the Adidas operates in India through local distributors and retailers. “The model has worked successfully for us and we will continue to partner with our franchise network. It is also our desire and strategic intent to bring to the country world-class large retail formats that currently exist in our global set up,” said the Adidas spokesperson.

The company recently launched its fully integrated omni-channel model in the country. Adidas anticipates this new strategy to grow its business by around 15 percent every year. Adidas stores will now have tablets installed that will let the walk-in customers check goods of their choice available at other Adidas stores irrespective of their location and get it delivered to their doorstep. By 2017, all 750 Adidas and Reebok stores will be omni-channel ready.

Adidas also signed a 10-year agreement with Manchester United and unveiled a range of shirts from Manchester United globally. With about 750 stores in India, it will look at further developing and growing the brand in the country. Adidas, which ventured into India market in 1995 as the first mover advantage. The brand retails through 750 stores for two brands—Adidas and Reebok. Of this, nearly 500 outlets sell only Adidas shoes and apparel.

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