Superdry has launched its first dedicated Sport store in India, opening at Inorbit Mall in Malad, Mumbai — a move that marks a clear pivot from the brand’s traditional multi-category retail format toward the fast-growing premium activewear segment.
Actor and fitness advocate Rasha Thadani, who serves as the face of Superdry Sport in India, inaugurated the store.
The store itself is a departure from what Indian shoppers have come to associate with Superdry. Conceived as a dedicated Sport environment, the space was built entirely around one category. Technical fabrics, functional construction, and a sharp athletic aesthetic came together in a retail format designed to give performance wear the singular focus.
The store’s launch introduced Indian consumers to Superdry Sport’s latest performance range. The collection speaks in two distinct voices. The first, SPORT, is built for high-intensity training, featuring moisture-control technology and high-durability materials. The second, STREET ‘N STYLE, targets the athleisure market, designed to transition from a workout to the rest of the day without compromising on either function or aesthetics.
Thadani’s involvement goes beyond a typical brand endorsement. Known for a grounded, relatable public persona, she represents a generation for whom fitness is woven into everyday life rather than cordoned off as a separate identity — a positioning that aligns closely with what Superdry Sport is trying to sell.
Superdry is a global contemporary fashion brand celebrated for its distinctive fusion of British craftsmanship, Japanese-inspired graphic energy, and American varsity heritage. Loved by Gen Z and young millennials, the brand is recognised for its iconic streetwear, premium fabrications, and elevated style codes that blend cultural relevance with modern design.
In India, Reliance Brands Limited (RBL) operates the brand’s largest network and holds a 76% stake in the brand’s IP for India, Sri Lanka, and Bangladesh. Since introducing Superdry to India in 2012, RBL has expanded the brand to 200 points of sale across 50 cities, with its e-commerce footprint extending to over 2,300 cities nationwide.
