Brandman Aims for Significant Growth and New Brand Partnerships in India

Brandman, the company responsible for New Balance's operations in India, is reportedly planning a substantial expansion. This growth strategy includes a fivefold increase in its store count and the introduction of additional international brands to the Indian market.

Brandman Retail Pvt. Ltd., the Indian partner for athletic footwear and apparel brand New Balance, reportedly intends to significantly broaden its retail footprint and brand portfolio within the country. According to Investing.com, the company is aiming for a fivefold increase in its physical store presence. Vivek Singh, who serves as the CEO of Brandman, highlighted the ambitious expansion plans during a recent discussion. The company, which currently operates 40 New Balance stores across India, envisions boosting this number to approximately 200 locations within a three to five-year timeframe. This aggressive growth trajectory underscores a strong belief in the Indian market's potential for premium sportswear. Beyond expanding the New Balance retail network, Brandman is also reportedly exploring opportunities to bring other well-known global brands to Indian consumers. While specific brands were not disclosed in the report, this initiative suggests a strategy to diversify Brandman's offerings and capture a larger share of the country's evolving retail landscape. The move aligns with a broader trend of international brands seeking to establish a stronger presence in India, driven by a growing middle class and increasing disposable incomes. The expansion will be supported by a dedicated investment of approximately 1 billion rupees, or about $12 million. This substantial capital injection is earmarked for enhancing Brandman's infrastructure, establishing new retail outlets, and supporting the integration of new brands. The financial commitment reflects the company's confidence in achieving its ambitious growth targets. New Balance has been available in India since 2011, initially through a franchising agreement with a different entity. Brandman took over the brand's operations in 2022, and since then, the company has shown a deliberate effort to revitalise and grow the brand's presence. The current expansion plans represent a new phase of growth under Brandman's stewardship, indicating a focused push to solidify New Balance's position and introduce new lifestyle and athletic brands to the Indian consumer base.