Reliance Trends, the apparel and accessories concept of Reliance Retail, has tied up with Australian firm Lime Door Brands (LMB) to launch ‘Spinners by Shane Warne’, a lifestyle and sportswear collection, in the Indian market.
Since its Australian launch in November 2009, Spinners by Shane Warne – a partnership between cricketing legend Warne and local strategic brand-development company Lime Door Brands — has proven itself as an emerging leader in the Australian sport and fashion market.
According to Michele Hamdorf, chief executive officer at Lime Door Brands, Reliance Trends is the perfect retail partner for Spinners by Shane Warne. “Reliance Trends has a strong reputation in the global retail sector for being a progressive, growing company. It is fashion-led and value-driven with superior capabilities, including its efficiency in delivering product to market,” she said.
Arun Sirdeshmukh, chief executive of Reliance Trends, said, “Reliance Trends is privileged to partner with Spinners by Shane Warne exclusively for their launch in India. Shane Warne is one of the most admired and followed personalities in sport and media today, and we are very confident that this brand will be well-received in the Indian retail market.”
Shane Warne described the expansion of the brand as “a logical step”, given his eminent status in India. “Indians are so passionate about cricket. Consequently, I have always been welcomed and supported here. The move into the Indian market is one that I am immensely proud of – it’s something we have planned for a long time – and something that I have a lot of faith in,” he said.
The UK is the next market on the brands’ global expansion plan.