Reliance Retail Strikes Deal To Bring Fast Fashion Retailer ASOS To India

Reliance Retail Ltd. and UK fashion retailer ASOS have entered into a long-term partnership, marking the brand's entry into the Indian market. The company will be an exclusive retail partner for both the offline and online channels of the brand.

The agreement is ASOS’ first countrywide exclusive retail partnership and is expected to help Indian consumers engage with the latest global fashion trends, the release said.

Reliance Retail is offering ASOS's portfolio presence through retail formats, including exclusive brand stores, digital commerce platforms and multi-brand store expressions.

“We're excited to welcome ASOS into our fashion family, marking a significant stride in our dedication to bringing the pulse of global trends to Indian shores. This partnership reaffirms our status as India's premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave,” said Isha Ambani, director, Reliance Retail Ventures Ltd.

José Antonio Ramos, CEO of ASOS, said, “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends. Together with Reliance Retail, we’re excited to be bringing some of our fashion-led own brands to customers in India—including ASOS Design, one of the biggest British fashion brands on the planet.”