Danish sportswear brand Hummel is planning to enter the Indian offline apparel retail as it considers the country as a key market.
Additionally, the athleisure brand is working towards sourcing all of its apparel requirements from India in the coming future.
Markedly, a major part of the company’s production is already taking place in India.
On his recent trip to India, Christian Stadil, Owner, Hummel International, said, “I have seen India growing and we are keen to know the market and its requirements. We don’t want India to remain just a production hub for us.”
Hummel will initially partner with offline retail chains and is currently looking for associates to help them tap the Indian market.
The brand plans to open stores in the leading shopping malls in metro cities and later will work on their brick and mortar strategy according to the response.
Notably, the Denmark-based global sportswear brand recently launched its apparel and footwear collection on India’s leading e-commerce platform Flipkart’s subsidiary sites Myntra and Jabong.
The sportswear label caters to men and women collections like sports, lifestyle, fashion and workout that includes t-shirts, jerseys and base layers for hiking.
Reportedly, athleisure wear is one of the fastest growing apparel category at the rate of 20-25 per cent annually.
