Timberland Makes a Comeback in India with Reliance’s AJIO Platform

Timberland, the American brand known for outdoor footwear and clothing, has returned to India through Reliance Retail’s fashion e-commerce platform, AJIO. The brand had previously closed its stores in India in 2015 due to tough competition and a legal dispute with the local brand Woodland.

Timberland, owned by US-based VF Corporation, and Woodland were involved in a legal battle over their similar logos and products, which both feature a tree. In its latest earnings report, Reliance Industries announced that AJIO is enhancing its offerings by adding new brands, including Timberland, ASOS, and H&M.

Reliance Brands had previously entered into a distribution and licensing agreement with Timberland back in 2009. Last month, Reliance Retail also announced that it would start selling products from the Swedish fast fashion giant H&M on its platform.

In addition to these developments, Reliance Retail is expanding its quick-commerce services, similar to other fast-growing retailers. “JioMart is increasing its quick-commerce pilot by using its own store network to serve customers,” the company stated.

Furthermore, Reliance is enhancing its food and beverage offerings by launching an Armani Cafe in Mumbai’s Jio World Plaza, marking its entry into high-end dining. The company also operates 18 stores of Pret A Manger, a popular UK-based chain known for fresh food and organic coffee.