Aditya Birla Fashion & Retail to take over Reebok’s operations in India

Aditya Birla Fashion and Retail (ABFRL) has signed a long-term licensing agreement, which grants ABFRL exclusive rights to distribute and sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India and other ASEAN countries, the company said in a release.

This deal marks ABFRL’s foray into India’s fast-growing sports and activewear segment.

“This deal marks a foray for ABFRL into India’s fast-growing sports and activewear segment,” the company said.

The cost of acquisition is estimated to be between ₹75 crore and ₹100 crore, reports said.

Adidas, earlier responsible for Reebok’s operations, had acquired the company in 2006 for $3.8 billion to compete with Nike. Reebok, currently headquartered in Boston, was originally established in the UK.

The sports and activewear segment in India is expected to grow to $13 billion by FY24 at an annual growth rate of 14%, showed data from the company.


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