ASOS , the British fashion giant famed for its digital-first ethos, set a new precedent in 2025 by formally entering the Indian market through an exclusive partnership with Reliance Retail and a bold move into physical retail with its first Indian pop-up stores .
This strategy introduces the brand’s unique blend of accessible trend-led fashion, digital content , and immersive retail experiences to one of the world’s fastest-growing style-conscious populations. A New Chapter: Global Fashion, Local Partner The
collaboration between ASOS and Reliance Retail is the first of its kind, making Reliance the exclusive retail partner for ASOS across both online and offline channels in India.
Through this long-term licensing agreement, Indian shoppers can access ASOS’s extensive portfolio—including ASOS DESIGN, ASOS EDITION, ASOS LUXE , and Miss Selfridge —across a multi-channel presence spanning pop-up stores, exclusive brand shops, and digital platforms.
José Antonio Ramos , chief executive of ASOS , said: “Our purpose is to give fashion lovers around the world the confidence to be whoever they want to be through access to the latest and best trends.
“Together with Reliance Retail , we’re excited to be bringing some of our fashion-led own-brands to customers in India – including ASOS Design, one of the biggest British fashion brands on the planet.” Pop-Up First: Immersive Debut and Customer Engagement Making a break from its e-commerce roots, ASOS inaugurated physical pop-up stores in key metro cities, giving Indian shoppers the opportunity to interact with the brand offline for the first time…
