Ed Hardy sees positive growth in its second innings in India

American premium apparel and accessories brand Ed Hardy’s has seen positive second innings in India. Founded by US tattoo artist Don Ed Hardy, the brand made a successful comeback and is now planning its next phase of expansion. Its aiming to be a Rs 500-crores brand by 2022. In India, the brand’s owners Iconix Lifestyle has a licensing partnership with Arvind Lifestyle Brands. Iconix Lifestyle is a joint venture between US-based Iconix Group (which owns Ed Hardy) and Reliance Brands, a part of Reliance Industries.

Alok Dubey, CEO, Lifestyle Brands at Arvind Lifestyle Brands feels it is a strong comeback story which has made it profitable in the market. Ed Hardy was first launched in 2007 by Mumbai-based Wadhawan Lifestyle. Priced between Rs 1,000 and Rs 5,000 Ed Hardy saw its revenue touch Rs 70 crores in 2016-17 and is expected to become a Rs 100 crores brand this year.

Currently retailed through 20 exclusive stores, 75 departmental stores and more than 100 MBO,s the brand is planning to add 15-20 exclusive stores, on an average, every year. Arvind also sells Ed Hardy products online through Amazon, Myntra etc, which contribute 15 per cent to the overall revenue of Ed Hardy.