RUPA Group enters into an agreement with Fruit of the Loom Inc., a Warren Buffet company, to manufacture & market innerwear & outerwear products
Oban Fashions Private Limited, a wholly-owned subsidiary of Rupa & Company Limited, has entered into a License Agreement with Fruit of the Loom, INC., a New York Corporation, a wholly-owned subsidiary of Berkshire Hathaway Company (a Warren Buffet Company), whereby Rupa & Company’s subsidiary has acquired the exclusive license from Fruit of the Loom, INC., to manufacture, distribute, advertise and sell innerwear and outerwear products for men, boys, women, girls and toddler in India, under their brand names and marks.
Mr. Siddhant Agarwal, Vice President – Project & Acquisition, Rupa & Company Limited, said, “At Rupa Group, we are gearing up for rapid expansion and Brand licensing is a huge opportunity for us. We would like to leverage this infrastructure and bring several new brands to India. It is a matter of great pride and prestige that we are associating with an iconic global brand like Fruit of the Loom – a leading global company specializing in the design, manufacture, and marketing of products that bring comfort, performance, and fun to everyday moments. Like Rupa Group, Fruit of the Loom has been delivering authentic quality, value and style while enriching customers’ lives through comfort, performance and fun. We are positioning Fruit of the Loom as a premium brand and it will be available in 30,000 outlets over the next 5 years. We are confident of a strong compounded annual growth rate for the brand.”
Fruit of the Loom will be supported with a 360-degree campaign including digital and activation that will roll out parallel to distribution and retailing. Fruit of the Loom is all set to be the most-talked about brand amongst fashion-conscious Indians and will occupy center stage in premium innerwear segment in the coming years. Rupa’s strategy is to make every aspect of the brand exciting – be it design, packaging, visual merchandising or day-to-day interface on social media.
Fruit of the Loom is the second international brand, which will be produced and marketed in India by the Rupa Group after FCUK, which is doing well. On 7th April 2016, Rupa & Company Ltd. had informed the stock exchanges that Oban Fashions Private Limited, a wholly-owned subsidiary of Rupa & Company Ltd. had entered into a definitive License Agreement with French Connection Limited, whereby the said subsidiary has acquired the exclusive license from French Connection Limited to develop, manufacture, marketing and sale of the innerwear and related products with the Brand name ‘FCUK’ in India. FCUK is positioned in the super premium category.
About Rupa Group
Rupa is today the unquestioned No.1 knitwear brand in India, covering the entire range of knitted garments from innerwear to casual wear. Starting as a dream in the far-sighted mindscape of three men of vision and enterprise, Rupa has evolved to become the frontrunner in India and a leading player in global markets with far-reaching footprints and millions of satisfied customers. This is because Rupa Group believes in moving ahead not just in terms of volumes, but also in technology and product innovations. In line with evolving consumer preferences and market demands, Rupa Group periodically introduces new varieties in each sub-brand. These products incorporate the latest fabric innovations, cutting-edge production techniques, and advanced design elements to give the finest experience of style and comfort to the end-user. Synonymous with quality and durability, Rupa brands are integrated across the hosiery value chain. They enjoy top-of-the-mind recall across all segments and have earned the trust of millions across the globe.
About Fruit of the Loom
Fruit of the Loom is an American company that manufactures clothing, particularly underwear. The company’s world headquarters is in Bowling Green, Kentucky. It is currently a subsidiary of Berkshire Hathaway. Fruit of the Loom is one of the largest manufacturers and marketers of men’s and boys’ underwear, women’s and girls’ underwear, printable T-shirts and fleece for the activewear industry, casualwear, women’s jeanswear and childrenswear.