Danish fashion label Hummel launches in India

Hummel India has signed up a Bollywood actor to help promote its launch in the country.

Kartik Aaryan, described by one local media outlet as “the nation’s heartthrob and nation’s crush” has been appointed Hummel’s chief ambassador in India for the Danish sportswear label.

Founded in 1932, Hummel produces clothing ranging from swimwear to casual streetwear and sneakers. It has already opened five stores in India and plans another 10 by the end of the financial year.

The first five stores are franchised, and have opened in Bengaluru, Pune, Chennai, Surat and Amritsar.

Aaryan made his debut for the brand at a recent launch event in Bangalore.

“In Hummel, I see a perfect fit. Hummel appeals to my style sensibilities, it is bold, fashionable, creative and youthful,” the actor told the audience.

“I am excited that Hummel has entered the retail space and I am sure that the Indian audience will love the designs that Hummel has brought to India.”

Soumava Naskar, MD of Hummel India, says the brand’s merchandise was available on Jabong and Myntra in 2016 but the company stopped selling directly to both the platforms in 2017 because it had no pricing control.

“Three months ago, we listed our merchandise on Amazon and Flipkart via our partner ND Commerce, which manages our online stores and handles pricing control too. Which means, if customers receive discounts on our end-of-season products on Amazon or Flipkart, they will receive the same discounts in our physical stores as well. This is our first promise to Indian customers.”

Hummel, owned by Thornico Group, is currently sold in more than 35 countries. It has more than 250 mono-brand stores and expects to achieve US$1.5 billion in turnover this calendar year.


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