Danish sports lifestyle brand Hummel opens 5 franchise stores across India

Danish sports lifestyle brand Hummel International has launched five franchise stores in Bengaluru, Pune, Chennai, Surat and Amritsar, foraying into the Indian retail market. In its first year of operations in the country, the brand will invest $5.5 million.

Hummel is targeting to open 10 more stores in India in the current fiscal year. It will be taking on other popular sports lifestyle brands like Nike, Adidas, Reebok, Puma and Nautica, to name a few.

The company is offering 6000 SKUs (stock keeping units) for men, women and kids globally; however, it will start with 850 SKUs for men and women only in India.

Soumava Naskar, Managing Director of Hummel India Private Limited, said, “Hummel merchandise was available on Jabong and Myntra in 2016 but, we stopped selling directly to both the platforms in 2017 because we had no pricing control. Three months ago, we listed our merchandise on Amazon and Flipkart via our partner ND Commerce, which manages our online stores and handles pricing control too. This means, if customers receive discounts on our end-of-season products on Amazon or Flipkart, they will receive the same discounts in our physical stores as well. This is our first promise to Indian customers.”

Hummel is owned by the Danish Thornico Group. It is one of the oldest, team sports brand in the business and introduced football cleats way back in the 1920s.

“While Hummel is known as a team sports brand in Europe, in India, it is positioned as a sports lifestyle brand, as millennials in India like to make style statements wearing sports lifestyle brands,” Naskar stated.

Currently, Hummel is present in over 35 countries, has more than 250 mono-brand stores and expects to end this calendar year with $1.5 billion in turnover.