Aditya Birla group takes over Reebok operations in India

Aditya Birla Fashion and Retail Limited (ABFRL) has signed a long-term licensing agreement with US-based brand management company Authentic Brands Group (ABG) to distribute and sell Reebok products in India and other ASEAN (Southeast Asian) countries.
ABFRL, known for its lifestyle and formalwear brands such as Allen Solly, Louis Philippe, Peter England, Pantaloons and Van Heusen, has been on an acquisition spree of late and has bought several brands across fashion segments. The deal signals ABFRL’s foray into the sports and activewear segment, one of the fastest growing fashion and apparel segments.