Spanish brand Kelme hits India
Spanish fashion and sportswear brand Kelme is on track to expand its foothold in India as it plans to open up to 10 stores on its first year of operation.
The Millennium Sports-owned Kelme has signed a joint venture with India-based Global Overseas, a subsidiary of Singapore-based Sports Fashion. Based in Elche, Spain, Kelme produces apparel and footwear for running and football.
Kelme has set up first India store in Delhi.
Commenting on the expansion plan, Kelme’s director for international business, Luca Gios said, “India has been a part of our international plan for the last three to four years. In the first year we plan to open seven to 10 stores in the country. The first one has been set up in Delhi.”
Gios said Kelme’s decision to team up with local company rather than to operate as full owner despite the allowed 100 per cent foreign direct investment on single brand retail is a part of a global strategy.
“We follow distribution and licensing model worldwide. You have to think globally and act locally,” Gios said.
Partner Global Overseas is also licensed to manufacture locally some of the brand’s products.
Kelme was established in 1977 by Diego and Jose Quiles and is sold in 45 countries around the world. Kelme footwear cost between Rs2000 to Rs5000 (US$40 to $101) while apparel are priced Rs500 to Rs2000 (US$10 to $40).