Apparel Group accelerates youth retail expansion with Nike Littles and Jordan
12 March 2026, Mumbai
Apparel Group has expanded its India portfolio by onboarding Nike Littles and the Jordan brand, marking a significant step in the conglomerate’s effort to capture the country’s burgeoning youth-focused retail market. By integrating these global sports icons into its omnichannel network, the company is intensifying its focus on performance-led apparel and aspirational lifestyle products designed for children and teenagers. This rollout will leverage Apparel Group’s extensive physical footprint, which currently spans over 300 stores across 50 Indian cities, while simultaneously utilizing its established digital marketplace distribution channels.
Tapping into a growing aspirational demographic
The addition of these brands addresses a notable market opportunity as modern Indian parents increasingly prioritize global quality, brand heritage, and functional performance in children's apparel. Nike Littles specifically targets early childhood development by promoting inclusive physical activity, with collections tailored for boys aged up to seven and girls up to six. In contrast, the Jordan brand serves as a cultural badge for Gen Alpha, offering a broader range for boys up to 20 and girls up to 16. According to Tushar Ved, President, Apparel Group India, these brands were selected not merely for their product lines, but for their capacity to foster culture, mindset, and aspiration among younger generations. This initiative directly supports the group's objective of building comprehensive brand ecosystems that resonate with the values of movement and confidence.
Scaling through disciplined retail execution
The introduction of Nike Littles and Jordan follows a series of aggressive expansion moves by Apparel Group, including its recent partnership with the Australian brand Cotton On. By deploying a phased omnichannel strategy, the company ensures that these high-demand labels remain accessible in both premium malls and across digital platforms. This execution model is consistent with Apparel Group's broader strategy of using deep consumer insights to scale international brands with speed and commercial discipline. As the Indian retail landscape becomes increasingly brand-conscious, Apparel Group is reinforcing its position as a primary gateway for world-class labels seeking long-term growth and high-engagement retail experiences in the country.
Apparel Group is a global fashion and lifestyle conglomerate headquartered in Dubai, operating over 2,500 stores across 85+ brands. In India, it manages a portfolio of 20+ international brands, including Victoria’s Secret, Aldo, and Charles & Keith. The company focuses on scaling global lifestyle labels through disciplined omnichannel retail execution.
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