ASOS partners with Reliance Retail to bring own brands to India

Indian retailer Reliance Retail has partnered with ASOS to bring the British retailer’s own brands to India. This strategic union aims to "redefine the fashion landscape in India" while narrowing ASOS' financial losses.

Under a long-term licensing agreement, Reliance Retail will be the exclusive retail partner for ASOS across all online and offline channels in India.

Leveraging its extensive experience of operating omni-channel retail networks, Reliance Retail will introduce ASOS curated portfolio of own-brand labels to the Indian market. This will be executed through a multi-channel presence including exclusive brand stores, multi-brand store expressions and digital commerce platforms.

Introducing ASOS to Reliance Retail's India's omni-channel retail networks will "revolutionize the way Indian consumers discover and engage with the latest global fashion trends". The agreement is ASOS’ first country-wide exclusive retail partnership.

José Antonio Ramos, CEO at 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."

Isha Ambani, Director at Reliance Retail Ventures Limited, added: "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."

This comes a month after ASOS revealed its widened losses. Half-year sales plunged by nearly a fifth as it presses ahead with "necessary action" to turn the business around, including the appointment of a new CFO.

The retailer posted underlying pre-tax losses of £120 million for the six months to 3 March against losses of £87.4 million a year ago. Like-for-like sales fell 18% on an adjusted basis in the first half and ASOS confirmed it still expects sales to fall by up to 15% over the full year.