Spinners by Shane Warne Set to Bowl over India

MELBOURNE, Australia, April 19, 2011 /PRNewswire/ -- Shane Warne's visit to India this year is not solely focussed on playing cricket in the Indian Premier League. Spinners by Shane Warne, the lifestyle collection of menswear, boyswear, innerwear, socks and sports performance wear designed by the cricketing legend, has announced its entry into the Indian market, and Shane will be there to launch it.

Since its Australian launch in November 2009, Spinners by Shane Warne - a partnership between Warne and local strategic brand-development company, lime door brands - has proven itself as an emerging leader in the Australian 'Spashion(TM)' (sport + fashion) market.

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In what marks the brand's first step in a comprehensive global expansion plan, Spinners by Shane Warne's exclusive retail partner in India is Reliance Trends, the apparel, luggage and accessories business of Reliance Retail Ltd. Reliance Retail is a subsidiary of Reliance Industries Limited, India's largest private sector company with annual revenues in excess of US$ 44 billion

According to Michele Hamdorf, Chief Executive Officer at lime door brands, Reliance Trends is the perfect retail partner for Spinners by Shane Warne.

"Reliance Trends has a strong reputation in the global retail sector for being a progressive, growing company. It is fashion-led and value-driven with superior capabilities, including its efficiency in delivering product to market," she said.

Arun Sirdeshmukh, Chief Executive of Reliance Trends, said "Reliance Trends is privileged to partner with Spinners by Shane Warne exclusively for their launch in India. Shane Warne is one of the most admired and followed personalities in sport and media today, and we are very confident that this brand will be well-received in the Indian retail market. With cricket in the air, we believe Spinners by Shane Warne will be a great offering for our cricket-loving nation. Spinners will be a unique addition to the already strong active wear range available at Reliance Trends stores."

Shane Warne described the expansion of the brand as "a logical step", given his eminent status in India. "Indians are so passionate about cricket. Consequently, I have always been welcomed and supported here, not to mention enjoyed every trip I've been lucky enough to make to India. The move into the Indian market is one that I'm immensely proud of - it's something we have planned for a long time - and something that I have a lot of faith in," he said.

The initial Spinners by Shane Warne offering in India is a limited edition collection of men's t-shirts designed for the Indian Premier League season, with pricing tailored to suit the market, starting at Rs. 399. The complete range of men's and boys' active wear will be launched in the festive season, with future categories including sports performance wear, boys' and girls' apparel ranges, innerwear (underwear) and accessories.

The United Kingdom is the next market on the brands' global expansion plan.

For further information (media):
Australia:
Kaz Kingdon
Style Counsel: +61 3 8506 1688
+61 413 888 558
[email protected]

Australia (media):
Alethea Larkin
Style Counsel
+61 3 8506 1650
+61 400 325 525

India:
Pareina Thapar
VTY: +91 11 6515 2914
[email protected]

Background information:

About Spinners by Shane Warne and lime door brands

Spinners by Shane Warne is the brainchild of cricketing legend Shane Warne and Australian brand strategist Michele Hamdorf of lime door brands. Hamdorf formed a partnership with a private equity consortium to launch the brand in 2009. As a result of this new partnership, lime door brands is now the major shareholder of Spinners by Shane Warne.

Michele Hamdorf (M.E. Exec) is the Chief Executive of lime door brands. Bringing together extensive experience in the retail, fashion and telecommunications industries, lime door brands brings new brands to the global market from conception to implementation with a core emphasis around social media and digital marketing.

About Shane Warne

Shane Warne is internationally renowned the greatest spin-bowler in the history of cricket. With a career spanning over 20 years, he has played international cricket for Australia, domestic cricket for England and as team captain in the Indian Premier League.

In 2000, Warne was named by a 100-member panel of experts as the fourth of five Wisden Cricketers of the Century. He is affectionately known as "Warnie".

About Reliance Trends

Reliance Trends is the fashion apparel and accessories business of Reliance Retail Ltd. Housing some of the world's best brands, and Reliance's own collection. Reliance Trends offers 16 private brands across men's, women's and children's categories. The collection offers high fashion and high quality at surprisingly low prices. The uniqueness of Reliance Trends is its core mission to deliver "fashion at great value".

Reliance Trends was rated India's most preferred department store in a recent survey conducted by Which? Right Choice magazine. The survey, in which 1,917 people in 10 cities participated, revealed that relative newcomer Reliance Trends was the most preferred department store, with a customer score of 74%. The survey awarded Reliance Trends four stars for service, in-store experience, price and product quality, and five stars for product range.

About Reliance Retail Limited

Reliance Retail Limited (RRL), a subsidiary of Reliance Industries Limited opened its first retail store in November 2006 and today operates more than 1,000 stores in over 85 cities, spanning 14 states and serving over 2.5 million customers every week. RRL is a multi-format retailer that operates " Reliance Fresh - a neighborhood store concept, " Reliance Super- a super mart concept, " Reliance Mart - a hyper market concept, " Ranger Farms - Wholesale (cash & carry) store, " Delight - a non vegetarian offering, " Reliance Digital - a consumer durables and information technology concept, " Reliance Trends - an apparel specialty concept, " Reliance Wellness - a health, wellness & beauty concept " iStore by Reliance Digital- an Apple specialty store concept, " Reliance Footprint -a footwear concept, " Reliance Jewels - a jewellery concept, " Reliance Time-Out- a books, music & entertainment concept, " Reliance Living - a Furniture, Furnishing, Homeware and Home kitchen concept, " Reliance AutoZone - an automotive specialty concept.

SOURCE lime door brands