UK based fashion retailer sells its south Asia intellectual property assets to Reliance

Struggling UK based fashion retailer Superdry has decided to sell its intellectual property assets in South Asia to India's biggest retailer Reliance through a joint venture for Rs 402 crore.

According to the reports Superdry, whose fashion line mostly includes sweatshirts, hoodies and jackets, will own 24 per cent of the joint venture while Reliance Retail, India's largest retailer, will have the remaining 76 per cent.

The agreement is expected to be worth more than £40m to Superdry, mirroring an agreement announced in March to sell the company's intellectual property assets in the Asia-Pacific region to South Korea's Cowell Fashion Company for $50m (£34m).

Reliance Brands is already Superdry's retail partner in India, operating dozens of stores.

Superdry's founder and boss, Julian Dunkerton, has been racing to raise funds amid a steep downturn in its trading performance.

In August, it announced that it had agreed a £25m secondary lending facility with Hilco Capital, augmenting an existing asset-based lending deal with Bantry Bay Capital worth up to £80m.

The Cheltenham-based company also raised £12m from a share sale priced at 76.3p-per-share in May.

Investors in that equity-raise have lost a large chunk of their money on paper, with the stock trading at around 41.8p on Tuesday afternoon.

Superdry warned earlier this year that sales growth had failed to meet directors' expectations, which it said could "partly be attributed to…the cost of living crisis having a significant impact on spending and footfall, and poor weather resulting in less demand for our new spring-summer collection".

In its full-year results in August, Mr Dunkerton said it had been "a difficult year for the business and the market conditions have been extremely challenging".

"The good news is that despite the external turbulence, the brand is in sound health and has momentum," he added.