Reliance brands ties with Quiksilver

Reliance Brands Limited, a part of Reliance Industries today announced an exclusive long-term license agreement with Quiksilver Holding S.à.r.l. a fully owned subsidiary of Quiksilver Inc., the world’s leading outdoor sports lifestyle company to launch its core brands ‘Quiksilver’ and ‘Roxy’.
This association opens the doors for the much-acclaimed products of Quiksilver and Roxy to be available through Quiksilver fascia stores and other premium channels of sale in all major cities across India, Sri Lanka, Nepal and Bangladesh. The first mono-brand store is planned to be launched later this year with an offering to include apparel, accessories and footwear.
 Targeting ‘young boys and girls’ between 16-25 years, Quiksilver and Roxy will offer products that capture their aspiration and sense of individuality.
“Quiksilver awakens the spirit of surfing that lives in everyone. It’s a spirit that everyone can identify with and wants to be a part of.”
Originating over 40 years ago with the launch of a line of boardshorts, Quiksilver’s essence of creativity, adventure, freedom and being progressive continues to dominate the spirit of the brand. Having expanded from boardshorts to offer shirts, t-shirts, pants, jackets, footwear, hats, backpacks, eyewear and other accessories for young men, Quiksilver is committed to ensuring its products blend functionality, innovation and   durability.
 Mr. Darshan Mehta, President & CEO, Reliance Brands Ltd. said “Boardriding, one of the most sought after adventure sports, is increasingly perceived as a state of ‘new cool’ by the youth globally. Our association with Quiksilver will introduce a casual, fun and adventurous lifestyle to the discerning Indian youth. We are very excited about the association which promises to pioneer a global youth trend across the region.”