American outdoor lifestyle brand Eddie Bauer has entered the Indian market through a partnership with Outdoor Goats, with Wild Country Pvt. Ltd. serving as its exclusive licensee in India.
For its India launch, the brand is targeting consumers aged 25–40 across metro and emerging cities. Its initial collection includes cargo pants, travel vests, convertible apparel, polos, tees, fleeces, hoodies and insulated outerwear. Selected products feature UPF 50 sun protection, active cooling and four-way stretch.
The collection is currently available through Eddie Bauer’s India website and Myntra. The company plans to expand to other online platforms by the end of 2026, followed by offline retail through standalone stores and shop-in-shop formats in 2027.
Prices start at Rs 2,299 for T-shirts and Rs 3,999 for cargo pants. Fleece and hoodies start at Rs 4,999, while the insulated collection is priced up to Rs 20,000.
Eddie Bauer’s India launch comes as the country’s athleisure and outdoor apparel segments expand, with the company citing 35% year-on-year growth in the athleisure category and increasing demand for mid-premium apparel.
Founded in Seattle in 1920, Eddie Bauer has a presence across 41 countries. The brand is known for its outdoor apparel, including down jackets, performance clothing and travel-oriented products. It equipped the first successful American expedition to summit K2 in 1953.
Outdoor Goats, operated by Wild Country, has previously introduced more than 30 outdoor lifestyle brands to Indian consumers. The platform focuses on outdoor and performance-oriented products across categories.
