Future Group brings UK’s Umbro to India

While Reliance Retail is racing ahead of the country’s

oldest retailers Kishore Biyani’s Future Lifestyle Fashion (FLF), both have come together to open stores of British sportswear brand Umbro. The brand falls under the Iconix Lifestyle portfolio, which is a joint venture with Reliance Brands that holds India rights for more than 20 international fashion brands of Iconix.

Getting into the same space as Reliance Brands, Future Group is also in talks with American sportswear brand Champion, a subsidiary of Hanes Brands, to open its stores in India. Champion is Hanes Brands’ second largest brand, while it has other brands such as Playtex and Wonderbra. Reliance Brands already has partnerships with Arvind Brands and Kapsons to licence brands such as Ed Hardy and London Fog through its joint venture with Iconix.

Umbro is known for its portfolio of football-related apparels, footwear and equipment. FLF plans to retail Umbro's merchandise through its various retail formats including Central, Planet Sports and open exclusive brand outlets by next year. The company has 24 domestic and international brands in its portfolio and aims to get more foreign brands through the licensing route.