Arvind Lifestyle Brands Ltd. has just signed a long-term licensing agreement with Iconix Lifestyle India Pvt. Ltd., a JV between Iconix Brand Group of the US and Reliance Brands Ltd., for Ed Hardy, the alternative lifestyle fashion brand that celebrates the classic American tattoo as an art form across apparel and accessories.
Arvind Lifestyle Brands, a subsidiary of Arvind Ltd. which a leading player in the apparel brands and retail space in India with a portfolio of 13 international brands & retail concepts and 12 own brands, will hold the exclusive multi-year licence to manufacture and distribute Ed Hardy apparel and accessories throughout India. Ed Hardy is projected to launch in India during autumn/winter with a new global product and price strategy.
Mr. J. Suresh, Managing Director and CEO, Arvind Lifestyle Brands Ltd. & Arvind Retail Ltd., said: “Ed Hardy is a well-known internationally recognized brand and enjoys the status of a ‘cult classic’ with massive fan following and a unique cutting edge image. We are thrilled to work with Iconix Lifestyle to bring Ed Hardy into India. As the brand rolls out in AW13, we foresee a very successful launch. Ed Hardy will also substantially strengthen our portfolio in the youth segment.”
Commenting on the alliance, Mr. Darshan Mehta, CEO of Reliance Brands, said: “Tattoo art has a timeless appeal and Ed Hardy celebrates its history and beauty by creating dynamic apparel and related lifestyle products. We could not ask for a better partner than Arvind, as they understand this market extremely well and are equally committed to growing the Ed Hardy brand in India.”
Arvind Lifestyle Brands is a pioneer in bringing international brands and first brought Arrow to India in 1993. The company has licensing relationships with many international brands including Gant, Izod, Energie, US Polo Association, Elle, Cherokee, Mossimo and Geoffrey Beene.
Arvind Ltd. also has a portfolio of 12 of its own brands. It has a JV with Tommy Hilfiger for the Tommy Hilfiger business in India and also runs India’s largest value retail chain, Megamart.
Arvind’s pursuit of multi-brand, multi-price point and multi-channel strategy over the last five years has paid rich dividend and has grown the business at a CAGR of 38 per cent. The company has one of the strongest distribution networks in the Indian apparel sector with over 1.3 million square feet of retail space available pan-India to its brands across 730 retail stores spread over 150 towns. This is in addition to Arvind Lifestyle Brands’ international doors in the Middle East and South Africa.
The Iconix Brand Group, which owns, licenses and markets a growing portfolio of consumer brands, licenses its brands to a network of leading retailers and manufacturers that touch every major segment of retail distribution from the luxury market to the mass market in both the US and worldwide. Through its in-house business development, merchandising, advertising and public relations departments, Iconix manages its brands to drive greater consumer awareness and equity.
Reliance Brands Ltd. of the Reliance Industries Group began operations in October 2007 with a mandate to launch and build international and domestic brand equity in the premium to luxury segment across apparel, footwear and lifestyle business. Its current portfolio of brand partnerships comprises Brooks Bros, Diesel, Ermenegildo Zegna, Hamleys, Iconix, Kenneth Cole, Paul & Shark, Quiksilver, Roxy, Steve Madden, Thomas Pink, Stuart Weitzman, Superdry, Dune and Timberland.