Arvind Lifestyle Brands has announced the signing of an exclusive distribution agreement with surf lifestyle brand Billabong in India. Arvind will market Billabong’s products through standalone stores and shop-in-shops.
J Suresh, managing director and chief executive officer, Arvind Brands and Retail, said, “We are delighted to sign the distribution agreement with Billabong, one of the world’s largest surf wear brands with a turnover of $ 1.5 billion. Billabong is strongly focused on youth and is ideal for the Indian market which has the largest youth demographic in the world.”
Elaborating on the brand, he said, “Billabong is a sportswear brand which is positioned on surfing lifestyle. Apart from making surfing products like surf boards they also make entire casual wear apparel and youth accessories.”
This niche segment (outdoor sports and lifestyle) in India already has players like Quiksilver and Roxy. Reliance Brands bought both these brands into the country last year. This segment targets urban youth in the age group of 16 to 25 years with an aspirational lifestyle.
Earlier in the year, Arvind Brands had acquired the business operations of British fashion retailers Debenhams and Next and American lifestyle brand Nautica in India from Planet Retail.