Brandman Retail, the Indian partner behind New Balance’s successful expansion into the subcontinent, has announced plans to dramatically scale its operations, aiming to introduce a portfolio of international sportswear and footwear brands — including Salomon and Anta — to the Indian market. The company, which currently operates New Balance stores across major Indian cities, has set a target of more than quintupling its store count by 2028, betting that rising disposable incomes and an expanding appetite for global athletic labels will sustain demand even as competition in the Indian sportswear sector intensifies.
The expansion strategy is not without risk. India’s retail real estate market remains fragmented, with high-quality mall space concentrated in a handful of top-tier cities and rents that have climbed sharply in the post-pandemic recovery. Building a multi-brand network of 200-plus stores requires capital, operational discipline, and a supply chain that can serve stores in tier-two and tier-three cities as effectively as it serves flagship locations in Mumbai and Delhi. Brandman’s track record with New Balance — which involved careful site selection, localised marketing, and investment in store-level service — provides a template, but scaling that model across multiple brands simultaneously is a qualitatively different challenge.
The timing of the expansion reflects a broader recognition that India is approaching a critical inflection point for branded athletic footwear and apparel. The market has long been dominated by a handful of mass-market players — Puma, Adidas, and local giant Bata — but a growing cohort of affluent, brand-conscious consumers is creating space for premium and speciality labels. New Balance, which entered India through Brandman’s stewardship, has outperformed initial projections, building a loyal following among runners and sneaker enthusiasts who previously had limited access to the brand outside of travel or grey-market imports.
If successful, Brandman’s expansion could serve as a blueprint for other global brands looking to enter one of the world’s last under-penetrated major markets. India’s sportswear market is projected to grow at a compound rate that outpaces most developed economies, driven by demographic tailwinds — a young population, rising formal-sector employment, and increasing participation in running, gym training, and recreational sports. For brands like Salomon and Anta that have strong global momentum but limited Indian presence, the partnership offers a route to market that is faster and less risky than building a direct operation from scratch. Brandman is betting that the combination of global brands and local knowledge is the formula that will unlock India’s potential.
The addition of Salomon represents a particularly strategic bet. The French trail-running brand, owned by Amer Sports, has experienced a remarkable cultural renaissance over the past several seasons, transitioning from a technical outdoor label to a street-style phenomenon embraced by fashion insiders and sneaker collectors. Bringing that momentum to India, where the trail-running category is nascent but growing, gives Brandman an opportunity to capture a segment of the market that has not yet been claimed by any dominant player. Anta, the Chinese sportswear giant, brings a different proposition — scale, basketball heritage, and a foothold in the performance category that complements New Balance’s strength in running.
