Brand Concepts Ltd., India’s leading licensee for premium and lifestyle fashion brands, has entered into a new licensing partnership with Reliance Brands Limited (RBL) to expand Superdry’s travel gear and accessories category in India.
Under this exclusive agreement, Brand Concepts Ltd. will design, manufacture, and distribute a dedicated line of Superdry Travel Gear, Handbags, and Small Leather Goods (SLGs), with a strategic focus on scaling and strengthening the brand’s footprint in this fast-growing lifestyle segment.
Building on Superdry’s distinct blend of vintage Americana, Japanese-inspired graphics, and British craftsmanship, the collaboration will leverage Brand Concepts’ category expertise to deliver products that combine global style with functionality tailored to the modern Indian consumer.
“We are delighted to partner with Reliance Brands Limited to accelerate Superdry’s presence in travel gear and accessories,” said Abhinav Kumar, Co-founder, Brand Concepts Ltd. “Superdry already enjoys strong brand affinity in India, and this partnership enables us to strategically build the category, creating collections that are both stylish and functional while reflecting Superdry’s global legacy of quality and durability.”
The expanded range will launch in phases across leading e-commerce portals and premium department stores, with plans to establish Exclusive Brand Outlets (EBOs) in Tier-1 cities, offering consumers an immersive brand experience.
Brand Concepts Ltd. is a leading Indian omni-channel retail company specializing in the design, manufacturing, and distribution of premium fashion accessories, travel gear, and lifestyle products. With a strong portfolio of international licensed brands and proprietary labels, Brand Concepts Ltd. has established itself as a trusted player in the Indian retail landscape through extensive retail networks and leading e-commerce platforms.
Founded in 2003, Superdry is a global fashion brand celebrated for its fusion of vintage Americana, Japanese-inspired graphics, and contemporary British style. Known for premium fabrics, authentic washes, intricate detailing, and iconic hand-drawn graphics, Superdry enjoys a loyal global following.
The brand has been in India since 2012, following a long-standing franchise partnership with Reliance Brands Limited (RBL). In October 2023, this collaboration evolved into a strategic joint venture, with RBL’s UK-based subsidiary, Reliance Brands Holding UK Ltd (RBUK), acquiring Superdry’s intellectual property assets—including the Superdry brand and related trademarks—for India, Sri Lanka, and Bangladesh, marking a significant milestone in the brand’s expansion across South Asia.
