MUMBAI: hummel, a 95-year-old Danish sportswear company that thus far has been running a substantial part of its production business in the country, Monday announced that it is looking at the Indian market seriously for its next leg of expansion.
hummel recently tied up with e-commerce companies such as Jabong and Myntra for retailing its products in the India subcontinent.
In its quest to penetrate the Indian market, hummel is on the lookout for strategic partners to get a better grip on India, it’s people, the market and the business and economic ecosphere, the compant announced. It is currently in talks with various prospective partners to be able to explore more online e-commerce options as well as enter the offline retail segment towards the end of the year.
Following beta testing via Jabong & Myntra, hummel is now laying out a long-term srategy for India.
On a recent visit to India, Christian Stadil, owner of parent company Thornico Group and hummel International, said: “This country needs to be more than just a production hub (for Hummel) and we want to be a part of its success story. Unlike most brands, which first look at China and thereafter consider moving into Indian markets, hummel went the other way. We have made our foray in the e-commerce space already in India. Now we will also make our products available in the Chinese market as well in a month or two.”
Currently selling on Jabong & Myntra in India, hummel is looking to come up with a more vibrant collection to cater to India’s diverse marketplace.
CEO Allan Vad Nielsen said: “The Indian market is on hummel’s priority list. We’ve been slow, yet steady and took our time to enter the Indian market. It is because we are here to stay.”
He added, “Very soon you will find collections that are India centric. We will create branded content and products for the Indian market.”
