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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.