Kelme enters India through Global Overseas

Spanish sportswear and fashion brand Kelme is planning to

enter India through a licensing and distribution agreement with Global Overseas this, despite the government allowing 100 per cent FDI in single brand retail. The company is following the global strategy of entering through a local partner. It would launch about 10 stores during the first year of its operations. The first outlet was recently launched in New Delhi.

Ghaziabad-based Global Overseas is a part of the Singapore-based Sports Fashion (SF), whereas Kelme is owned by New Millennium Sports that has a tie up with SF for Asia Pacific region. The agreement also allows Global Overseas to locally manufacture some of the products.

The brand is present in 45 countries worldwide. Established in 1977, Kelme was the equipment sponsor of the Spanish Olympic team in 1992 Barcelona Olympic Games. It was also the sponsor of the Real Madrid football club from 1994 to 1998.