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ABFRL-Aditya Birla Fashion and Retail Limited Introduced Fred Perry to India

Aditya Birla Fashion and Retail Ltd (ABFRL) has partnered with British heritage brand Fred Perry to launch the latter in the Indian market. The brand has been launched its first Exclusive Brand Outlet at DLF Promenade Mall, Delhi.

ABFRL-Aditya Birla Fashion and Retail Limited Introduced Fred Perry to India

Fred Perry is a British heritage brand that is introduced to India by Aditya Birla Fashion and Retail Ltd. (ABFRL). Known for its links to sports and subcultures, Fred Perry opens its first standalone store in India at the DLF Promenade mall in New Delhi.

The son of a cotton spinner from Stockport, Fred Perry turned to lawn tennis and won three Wimbledon titles with a lethal forehand. He later became the World Table Tennis Champion at the age of 19.

The 1100 square foot New Delhi store features a wall of Fred Perry shirts in Perspex boxes, showcasing both iconic and seasonal color ways, appropriately representing the brand and its iconic shirt. At the rear of the store, the Laurel Wreath, the brand's iconic emblem, is prominently displayed and illuminated in gold. Along with a selection of the most recent collections and partnerships, the store also carry a number of the brand's most recognizable items.

Observing the introduction of Fred Perry in India "Fred Perry the brand has always been synonymous with timeless heritage and iconic sophistication," stated Amit Pande of Aditya Birla Fashion and Retail Ltd. The astute Indian consumer has long recognized and embraced the brand, so we are thrilled to be introducing Fred Perry to the nation. The store in India expands Fred Perry's efforts to fortify its position in Asia and keeps providing customers with retail experiences that encapsulate the brand's world of culture, lifestyle, and philosophy, building on the company's ongoing global expansion.

With a sizable and quickly expanding upwardly mobile consumer segment, India boasts the world's fastest-growing youth market. This population is fueling demand for brands with global aesthetics and styles. But when it comes to athleisure that's both smart enough to wear all night and casual enough for the day, there doesn't seem to be many options.

Fred Perry, a well-known worldwide brand that has influenced a generation of rebels, musicians, film directors, tennis players, and sports stars once again. Many people adopted the Fred Perry Shirt because it was dressy enough to wear all night and casual enough for the day, making it a staple of the British subculture uniform. Since then, the brand has come to be associated with music and subculture.

About Fred Perry

Fred Perry was established in 1952 by three-time Wimbledon champion Fred Perry and is well-known for its ties to subculture and sport. Several distinct groups have chosen this brand of sportswear and casualwear since the 1960s and 1970s, making it one of the biggest global brands in these categories.


Despite being established and meant to be a brand of athletic wear, Fred Perry became widely known in the 1960s because of its connections to alternative UK culture, particularly the mods. All over the world, Fred Perry products are worn and sold. Considered iconic, the Fred Perry brand is still well-liked and in style. The brand has grown to represent alternative culture on a global scale.