Reliance Retail to bring UK's leading online fashion retailer ASOS to India

Reliance Retail will introduce ASOS's curated portfolio of fashion-led own brand labels to the Indian market through a multi-channel presence for ASOS and a diverse array of retail formats

Reliance Retail has entered into a long-term licensing agreement with the UK’s leading online fashion retailer ASOS to become its exclusive retail partner across all online and offline channels in India.

The Mukesh Ambani-led company will introduce ASOS’ curated portfolio of fashion-led own-brand labels to the Indian market through a multi-channel presence for ASOS and a diverse array of retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms.

Reliance Retail, in a statement, said this strategic partnership marked a “significant milestone in Reliance Retail's commitment to offering unparalleled choices and bringing world-class retail experiences to Indian consumers”. 

“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,” Isha Ambani, Director, Reliance Retail Ventures was quoted as saying in the release.

Jose Antonio Ramos, CEO, 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.”