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Aditya Birla Fashion signs licensing agreement with Authentic Brands Group

14 Dec 2021 Evaluate

Aditya Birla Fashion and Retail (ABFRL) and Authentic Brands Group (ABG), have signed a long-term licensing agreement, which grants ABFRL exclusive rights to distribute and sell Reebok products through wholesale, e-commerce and Reebok branded retail stores in India and other ASEAN countries.

This deal marks a foray for ABFRL into India’s fast-growing sports and active wear segment. Over the last few years, this segment has been growing rapidly on the heels of rising income levels, increased health consciousness and the adoption of active lifestyles by young Indians. This segment is expected to grow to $13 Billion by FY24 at an annual growth rate of around 14%. The transaction marks a significant milestone in the journey of ABFRL, which has evolved its portfolio into a powerhouse of brands across all major fashion and lifestyle segments over the last several years. The addition of Reebok, a marquee global sports and active wear brand will fill an important white space in ABFRL’s portfolio.

Aditya Birla Fashion and Retail is engaged in providing branded fashion apparels and accessories, and the retail sale of clothing, footwear and leather articles in stores. It operates through two segments: Madura Fashion & Lifestyle, and Pantaloons. The company's brands include Louis Philippe, Van Heusen, Allen Solly and Peter England.

Aditya Birla Fashion Share Price

64.24 0.40 (0.63%)
17-Apr-2026 16:59 View Price Chart
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Company Name CMP
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