Iconix Lifestyle India Private Limited, a joint venture of India-based Reliance Brands Limited and Iconix Brand Group Inc, has expanded its brand portfolio by acquiring the IP rights to renowned British brand Lee Cooper in India. The acquisition would enable Iconix Lifestyle to grow Lee Cooper’s footprint in India by allowing the brand’s circulation throughout all sales outlets, as well as boost marketing and brand management.
Lee Cooper, which was founded in 1908 and has a denim legacy, is a multi-category, dual gender brand with a presence in 126 countries, 7,000 points of sale, and over 2 million social followers. Lee Cooper’s career as the original British denim brand began in a small business in London’s East End as a major maker of workwear, supplying outfits for the British Troops in WW1 and WW2. By 1945, the brand’s focus had shifted from military gear to fashion and denim.
Today, Lee Cooper goods and collections are designed with denim at the forefront and fashion at the centre. Lee Cooper’s forward-thinking denim artisans perfect every stitch, rivet, and wash to perfectly fit its powerful 18–30-year-old market. Clothing for men, women, and children, footwear, bags, accessories, watches, swimwear, workwear, eyeglasses, perfume, homeware, and personal devices are all available.
“The most noteworthy purchase for the JV is Lee Cooper’s brand history and unrivalled relevance in the Indian market.” It’s the go-to denim brand that liberalised India despite growing up with, and its consumer affinity provides us with a solid base to recreate the brand in the country,” said Darshan Mehta, MD of Reliance Brands Limited and director on the board of Iconix Lifestyle India Private Limited.