https://www.dfupublications.com/index.php/component/search/?searchword=ABFRL&ordering=newest&searchphrase=all&limit=2021 February 2026, Mumbai
Under the management of Aditya Birla Fashion and Retail (ABFRL), Reebok has inaugurated its latest high-performance outlet in Patna’s Saguna area on Khagaul Road. This expansion is a key component of Reebok’s aggressive roadmap to triple its India store count to 500 by FY27. By securing a presence in the Saguna-Danapur corridor, a burgeoning commercial hub in Bihar, the brand is targeting the state’s 14.5 per cent CAGR in activewear consumption. The move follows a broader trend where Tier-II cities are outperforming metros in footwear growth, with Bihar emerging as a critical volume driver for ABFRL’s ‘Emerging Brands’ portfolio.
Scaling for the Rs 1,000-crore revenue target
The Patna opening aligns with Reebok’s mission to achieve a Rs 1,000-crore annual revenue milestone in India. Industry data indicates, 35 per cent of total urban athleisure demand now originates from non-metro markets, yet these regions remain under-served by premium global labels. Patna’s fitness demographic is evolving rapidly, moving beyond basic footwear to specialized technical gear, noted a regional operations lead. To counter rising competition from Puma and Nike, Reebok is deploying its ‘Sports is Everything’ store format, emphasizing high-margin performance categories like Floatride and Nano. This store-led approach, supported by a 40 per cent reduction in regional logistics lead times, ensures that global collections reach local shelves in sync with national launches.
Omnichannel efficiency and market outlook
While high-street rentals in prime Patna corridors present an overhead challenge, the brand is leveraging an omnichannel model to bridge inventory gaps. Consumers at the Khagaul Road outlet can access the full digital catalog through in-store assisted commerce. As the Indian sportswear market scales toward a $4.08 billion valuation by late 2026, Reebok’s focus on the Saguna cluster provides a tactical advantage, capturing high-footfall residential traffic and strengthening its market share in the high-stakes East India retail landscape.
Founded in 1958 and now managed in India by ABFRL, Reebok specializes in high-performance footwear and apparel. The brand is executing a ‘300 stores in 3 years’ strategy to dominate Tier-II and Tier-III markets. With a CAGR of 16 per cent, it remains a cornerstone of ABFRL’s premium lifestyle segment.
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