Asos has announced an exclusive long-term partnership with Reliance Retail, a subsidiary of Reliance Industries, to bring Asos own brands to the Indian market.

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The Asos-Reliance tie-up will bring “the pulse of global trends to Indian shores”

The fashion retailer said today that the partnership hopes to “redefine the fashion landscape in India” as Reliance will be the exclusive retail partner for Asos both online and offline in India.

Reliance said the partnership marks a milestone in its “commitment to offering unparalleled choices and bringing world-class retail experiences” to Indian consumers.

The Asos brand portfolio will be introduced via a “multichannel presence” in a range of retail formats, including exclusive brand stores, multi-brand stores and digital commerce platforms.

Asos said it “aligns seamlessly” with Reliance’s strength in operating India’s biggest omnichannel networks.

Asos chief executive José Antonio Ramos Calamonte said: “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends.

“Together with Reliance Retail, we’re excited to be bringing some of our fashion-led own brands to customers in India, including Asos Design, one of the biggest British fashion brands on the planet.”

Reliance Retail Ventures director Isha Ambani said: “We’re excited to welcome Asos into our fashion family, marking a significant stride in our dedication to bringing the pulse of global trends to Indian shores.

“This partnership reaffirms our status as India’s premier retail destination, ensuring our customers have access to the cutting-edge fashion styles they crave.”

The news comes after India Retailing reported earlier this year that discussions between the two parties had been ongoing “for a while”.