Future Group, through its fashion company Fashion Lifestyle, and Iconix India have signed a deal to open Umbro stores in India.

Iconix India is a joint venture between US company Iconix Brand Group, which owns British sportswear brand Umbro, and local company Reliance Brands.

Future Lifestyle says the partnership will further strengthen its portfolio of domestic and foreign brands.

It will open exclusive Umbro stores as well as shops-in-shops at its various retail formats like Central and Planet Sports.

“India’s fashion market has seen a surge in demand for sportswear in the last couple of years, but there is still a gap in demand and supply of branded sportswear in the country. Umbro will help us to fill in this gap and provide our customers with choices in sportswear,” said Future Retail joint MD Rakesh Biyani.

Future Group is also expected to complete a deal with another sportswear brand Champion, a subsidiary of US company HanesBrands.