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, a leading US brand in active outdoor apparel opened its first South Asian flagship store in New Delhi's Saket Select Citywalk Mall on December 24. The outdoor brand has come into the country in partnership with Chogori India Retail Limited (CIRL), a privately-owned Indian outdoor brand distributor and retailer.
In a press release on its website, Columbia President and Chief Executive Officer Tim Boyle seemed optimistic about their early-mover advantage in penetrating India, a poorly-served market in the outdoor gear and clothing space. “We are pleased to welcome CIRL to our existing base of 26 independent distributors that have been instrumental in establishing Columbia’s brands in more than 70 countries over the past two decades. We are confident that CIRL, with more than a decade of experience building consumer brands in India, is well-equipped to compete and make us one of the first US-based outdoor companies to penetrate the world’s second-most-populous country.”CIRL was created in 2000 by Hemant Sachdev, an outdoors enthusiast who also recently summitted Everest, in May, 2013. Chogori India Retail Limited had previously introduced the Crocs footwear brand to the Indian market.“Chogori India Retail Ltd. is proud to represent Columbia in India,” said Hemant. “We look forward to bringing the outstanding performance and quality of Columbia’s products to India’s emerging base of outdoor consumers”, he added.According to their press release, CIRL will open exclusive brand stores for Columbia and will make the brand available at multi-brand outlets, large format retails and e-commerce platforms.Founded in 1938 in Portland, Oregon, Columbia products are sold in approximately 100 countries. Some of its outdoor innovations include Omni Freeze Zero, Omni Heat Thermal Reflective, Omni Dry and Omni Tech, among others.In 2012, the publicly-listed company reported record net sales of over $1.7 billion, making it the second largest outdoor and adventure retail brand in the world in terms of revenues and the largest in volumes. In addition to the Columbia India brand, the company also owns Mountain Hardwear, Sorel, Montrail and OutDry.
Image © Chogori India Retail Limited
Place: New Delhi, India
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