Reliance Brands has been signed by British retailer SuperGroup to take its brand Superdry into India.

Theo Karpathios, CEO, SuperGroup’s wholesale and international division, said the 20-year license agreement follows many months of research into the long-term potential of this market.

Reliance brands CEO Darshan Mehta is confident that Superdry will pay off in India with its affordability and high fashion.

“Superdry has given birth to a whole new genre of fashion that will find wide appeal amongst the growing numbers of aspirational Indian fashion consumers,” said Mehta.

Superdry offers products including clothing, bags and accessories which combine Japanese graphics, vintage Americana and British tailoring values. It has 81 standalone stores in the UK and Ireland, 71 concessions in Harrods, House of Fashion and Selfridges and more than 130 stores across Europe, Australia, the US and Middle East.

Reliance Brands, a part of Reliance Industries Group, operates 53 stores for international brands including Timberland, Ermenegildo Zegna, Diesel, Kenneth Cole and Hamleys.

This year, Reliance Brands has also added Brooks Brothers and Iconix Brand to its portfolio.

GB