India now focus market for Hummel International

By

Isabelle Crossley

Published
May 25, 2018

The Danish sportswear brand Hummel International recently launched in India on a variety of online platforms and, as the brand has named India as a high priority market, further expansion is to follow.

Hummel plans to source 100 percent of its garments in India in the future and is currently working towards this. The brand is also looking for offline retail partners in India in order to open brick and mortar flagship stores in the country. The initial brick and mortar strategy will involve the brand opening in large malls in metro locations and other types of location may follow depending on customer response.

“India is one of the top most focus market for the brand, Hummel,” the brand’s CEO, Allan Vad Nielsen, told Indiaretailing Bureau. “We will create branded content and products for the Indian market because we are here to stay.” Nielsen said that there was a “huge response” to the brand’s debut on platforms such as Myntra and Jabong and feels positive about the brand’s future in India. Nielsen also noted the “rising sports and fitness consciousness among Indians” as a reason that the market was in their favour.

The brand recently appointed Soumava Naskar as the Head Business Development for India. Naskar was previously Head of Brand Marketing at Jabong and Naskar’s appointment shows the brand’s dedication to India.