UK fashion retailer, ASOS has entered into a long-term partnership with Indian retail company, Reliance Retail, aiming to redefine the fashion landscape in India. Under a long-term licensing agreement, Reliance Retail will be the exclusive retail partner for ASOS across all online and offline channels in India. Leveraging its extensive experience of operating omni-channel retail networks, Reliance Retail will introduce ASOS’s curated portfolio of fashion-led, own-brand labels to the Indian market through a multi-channel presence for ASOS and a diverse array of retail formats, including exclusive brand stores, multi-brand store expressions, and digital commerce platforms.

The agreement is ASOS’s first country-wide exclusive retail partnership.