Hrithik Roshan’s HRX to launch offline stores this year

Bollywood actor Hrithik Roshan’s fashion and lifestyle brand HRX is all set to launch its offline store this year, according to an Indian Retailer report.

The fitness brand will initially set up five stores, starting from Bengaluru followed by Pune, Delhi and Mumbai. For setting up the physical stores, HRX is targeting malls to set up the stores.

Besides, HRX is also planning to roll-out several new product categories soon.

“The HRX fashion and accessories partnership is exclusive with Myntra in the e-commerce space and will continue the same way. However, the next foray would be offline stores this year,” HRX’s co-founder and MD of Exceed Entertainment, Afsar Zaidi was quoted as saying.

Zaidi stated that these stores will be exclusive brand outlets.

Besides clothing, HRX also has a signature workout called the HRX Workout and a meal plan called HRX Athlete Meal pack sold under the Cure.Fit umbrella.

Recently, Hrithik invests Rs 6 crore in Cure.Fit.

In August 2017, the startup had signed on Hrithik Roshan as its brand ambassador valued at Rs 100 crore, which is touted as one of the largest endorsement deal signed by an Indian startup.

The five-year association includes the actor’s equity stake in the company in lieu of cash investment, promotions and royalty from his personal brand HRX’s specialized workout plan.

Recently, Cure.Fit acquired Fitness First in India. Fitness First India is one of the country’s leading premium fitness chains with 10 fitness centres in the NCR and Mumbai. Cure.Fit now has a presence in Bengaluru, NCR, and Mumbai, and has over 40,000 members.

“This business is currently aggressively expanding and we will soon see these two services available at all big cities in India,” Zaidi added.

HRX also offers a fitness tracker called the Mi Band HRX Edition, which is available on the Mi online and offline stores and all major e-commerce portals in India. Xiaomi is a pure play licensing arrangement in lieu of royalty payout to the brand.

HRX being a license brand, it licenses out various product categories and verticals to partners who are capable of managing the product and distribution.

“Each partnership is structurally different from the other and the financial models are created with mutual agreement,” Zaidi added further.

Fashion, fitness, and technology are the main pillars of HRX. It has licensed out categories to business partners including Myntra for fashion and accessories, Curefit for fitness content and clean eating and Xiaomi for tech wearables.

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