Asics expands in non-metro locations, seeks to increase India production

Japanese sportswear brand Asics has seen activewear and athleisure demand increase significantly in non-metro locations. The business plans to expand into more Tier 2 and 3 cities to reach more customers, aiming to reach a store count of 120 by the end of the year.

“The year 2024 has been strong for us,” Asics India and South Asia’s managing director Rajat Khurana told ET Retail in an interview. After recently opening an Asics store in New Delhi’s DLF Promenade Mall with brand ambassador Shraddha Kapoor, the business brought its India store total to 111 and has nine additional store openings in the works for the remainder of the year.
 
Asics has seen Tier 2 and 3 locations account for around 60% of its e-commerce sales in India, the Economic Times reported. Along with showing the increased non-metro demand for its products, it also shows the increasing adoption of online shopping in these areas.
 
By opening stores in non-metro locations, Asics aims to capitalise on this consumer sentiment. Asics also plans to continue to widen its brick-and-mortar presence in metro areas.
 
As it looks to its long term growth strategy for the Indian market, Asics aims to increase its production in the country. In 2024, Asics’ India production reached 30% of its merchandise for the country and aims to bring this to between 35% and 40%.