Reliance Brands Ltd, a subsidiary of Mukesh Ambani owned Reliance Industries Limited (RIL), has signed an exclusive long-term licensing agreement with ‘Quiksilver Holding’, a fully owned subsidiary of Quiksilver Inc- the world’s leading outdoor sports lifestyle company- to launch its core brands ‘Quiksilver’ and ‘Roxy’ in the Indian sub-continent. Quiksilver Holding designs, produces and distributes a diversified mix of branded apparel, footwear, accessories, snowboards and related products. The company’s Quiksilver, Roxy, DC, Lib Tech and Hawk brands are some of the most sought after brands in the global market today.

Reliance Brands plans to set up 6 new stores under this agreement within the year 2011, with an offering that includes sports apparels, accessories and footwear. Targeted at the age group of 16 to 25 years, ‘Quiksilver’ and ‘Roxy’ will bring to the table a range of products that capture the aspirations, sensibilities and mood of this age group. These brands are almost synonymous board-riding culture of surfing, skateboarding and snowboarding; an adventure sports segment that is currently quite untapped in Indian subcontinent. What’s more is that they stand for creativity, confidence, progressiveness and adventure; qualities that hone a sweet spot within this target group.

The essence of ‘Quiksilver’ and ‘Roxy’ lies in its appeal and form. Having expanded from boardshorts to offer shirts, t-shirts, pants, jackets, footwear, hats, backpacks, eyewear and other accessories for young men, Quiksilver is committed to ensuring its products blend functionality, innovation and durability. Similarly, ‘Roxy’ is all about fashion and comfort for the adventurous and free-spirited young girls, with innovation of design minted in simplicity. Coined with Reliance’s excellent market tapping abilities, it is likely that these two brands will create quite the storm in sports apparel segment.

Reliance Brands handles international and local brands in the premium and luxury segment across apparel, footwear and lifestyle businesses under the umbrella of Reliance Industries. Darshan Mehta, President & CEO, Reliance Brands Ltd. said, “Boardriding, one of the most sought after adventure sports, is increasingly perceived as a state of ‘new cool’ by the youth globally. Our association with Quiksilver will introduce a casual, fun and adventurous lifestyle to the discerning Indian youth. We are very excited about the association which promises to pioneer a global youth trend across the region.”


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