A joint venture between Reliance Industries Limited and US-based Iconix Brand Group has acquired the brand rights for Lee Cooper denim in India, the companies said on Wednesday.
Iconix, which owns international rights to the brand, had previously licensed Future Group to sell Lee Cooper products in India, but that arrangement ended earlier this year.
The joint venture between Reliance and Iconix already owns 24 fashion and home brands from the Iconix portfolio, including Ed Hardy.
Reliance, run by Mukesh Ambani, is the parent company of the country’s biggest retailer Reliance Retail
The retail business already has partnerships with global brands such as Burberry and Jimmy Choo via franchises and joint ventures.
Lee Cooper’s “affinity among consumers gives us a strong foundation to rebuild the brand in the country,” said Darshan Mehta, the chief executive of Reliance Brands, which manages such partnerships for the group.