Danish sportswear band Hummel to open stores in India

Hummel is planning to open stores in India. The Danish sportswear brand sees India as a high priority market. In future, Hummel plans to source 100 per cent of its garments in India and is working towards this. The brand is also looking for offline retail partners in India to open brick and mortar flagship stores in the country. The initial brick and mortar strategy will involve the brand opening in large malls in metros and other locations may follow depending on customer response.

Established in 1923, Hummel works with clean lines with edgy looks and strong color combinations; a unique mix of retro and current trends resulting in a cool and urban street style with a sporty twist. Hummel shoes stand as a strong alternative to the convention with a passion for fun and catchy designs and vibrant colors.

The brand caters to men and women with collections that span sports, lifestyle, fashion, leisurewear or workout. This includes training tops and jerseys, T-shirts, and base layers for skiing or hiking. Several times a year, a new collection is launched with new exciting styles which allows for easy mix and match. Hummel supports projects that help people live out their passion for sport, from Afghanistan to Sierra Leone.